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P G D M SEMESTER III
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PROMOTION
The communications process
marketing that is used to creat
favorable predisposition towarbrand
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PROMOTIONAL MIX
A blend of communication to
used by a firm to carry out
promotion process and communicate directly with tar
markets.
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INTEGRATED MARKETING COMMUNICA
The process of using promotiotools in a unified way so tha
synergistic communications eff
is created
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PROMOTION PROMOTIONAL MIX
MANTOOLSPROCESS
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ADVERTISING
Paid, mass-mediated attempt to peIt is a complex system of s
planning, creative genius and p
execution
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SALES PROMOTION
The use of incentives to generate spand short-term response from the
in the target market and simultan
enhance dealer effectiveness
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DIRECT MARKETING
An interactive system of markethat uses one or more advertimedia to effect a measur
response and/or transaction at location
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E - commerce
Business conducted between buand sellers using electronic exchmedia
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SPONSORSHIP
Funding an event, a charitcause, or creating an event
highlight a firms brand t
specific target audience
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POINT OF PURCHASE
Materials used in the retail settinattract shoppers attention t
companys brand
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SUPPORTIVE COMMUNICATIO
The variety of ways a m
communicates to a target audience, of mainstream media or ele
communications
Directories
Brochures
Specialty items
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PUBLIC RELATIONS
The company focus on communicthat can foster goodwill betwe
firm and its many constituent gr
through effective use of the medi
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PROMOTION IN MARKETING STRA
Marketingstrategy decisionsrelatedbrandinginclude:
Managingold and new brands
Pricing brands Promoting brands
Distributing brands
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PROMOTION IN MARKETING STRA
Three decision-makingaspectsofbra
Creatingthemarketingmix
Achievingeffective
segmentation
product differentiation positioning
Enhancingrevenueand profits
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PROMOTION IN THE MARKETIN
Conception Pricing
Promotion
Distribution
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THE MARKETING MIX
1. BRAND
Informationand persuasion
New brand introduction
Brand extensions ConsumerLoyalty
Trade Loyalty
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THE MARKETING MIX
2. PRICE Effectsinconsumermarkets
Effectsintrademarkets
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THE MARKETING MIX
3. DISTRIBUTION
Consumeraccess
Securingtrade distribution
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WHY IS I M C IMPORTANT
1. MEDIA FRAGMENTATION
Proliferationofoptions
Airports Supermarkets
Printmedia
Eventsponsorship Directmarketing
Etc
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WHY IS I M C IMPORTANT
2. SOPHISTICATEDDATABASE
TECHNOLOGY
Generate, Collateand Managethe d Massmedialosesimportance
Accuratelyidentifyand targetspeci
segmentslike
DINKS
SelfEmployed Professionals
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WHY IS I M C IMPORTANT
3. CONSUMER EMPOWERMENT
Single personhousehold
Smallerfamily
Highereducationlevel Skepticalofcommercialmessage
Tailored information demand
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WHY IS I M C IMPORTANT
4. INCREASED CLUTTER TV commercial breakssometim
havemorethan15messages
Effectiveness diluted
Consumersgetting jaded
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WHY IS I M C IMPORTANT
5. SHIFTING CHANNEL POWER
Powerofretailerisnowundisput
Advertisingfunds diverted toin-sdisplays,specialeventsetc
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WHY IS I M C IMPORTANT
6. GREATER ACCOUNTABILITY
Directmarketingand sales promoareeasiertomeasure
IMC is the magic bullet to gain
competitive advantage
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TH
EPARTI
CIPANTS
IMC
MANA
GEMENT
ADVERTISING
SPONSORSHIP
INTERNET USAGE
DIRECT MARKETING
SALES PROMOTION
PUBLIC RELATIONS
PERSONAL SELLING