文档介绍：Introduction to Integrated munication
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Marketing
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual anizational objectives
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Marketing Mix
Product
Pricing
Place (Distribution)
Promotion
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What is Promotion?
communication process in marketing
used to create a favorable predisposition toward:brand concept, services, idea, or person
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The Role of Promotion in Marketing
Implementing the three other marketing mix factors
Achieving market segmentation, product differentiation, and positioning
Enhancing revenues and profits
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Promotion Mix
A blend munication tools and activities used by a firm
Carries out the promotion municates directly with target markets
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Elements of Promotion Mix
Advertising
Publicity/Public Relations
Sales Promotion
Personal Selling
Direct Marketing
Other tools
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Advertising
Any paid form of non-munication about anization, product, service or idea by an identified sponsor.
PULL
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Advertising
Pros:
Cost-effective for large audiences
Differentiates between similar products
Brand equity
Empathizes with target audience
Control of the message
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Advertising
Cons:
Media and production costs
Effectiveness difficult to judge
Credibility and image problems
Clutter
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