Marketing Portfolio (CH9, CH12, CH13, CH14, CH15, CH16, CH17, CH18, CH19) ***PowerPoint Content CAN be Provided***
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CH15_CommunicationCONTENTforWORDDOCUMENT.pptChapter 15
Marketing Communications
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Chapter 15 Marketing Communications
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LEARNING GOALS
REVIEW THE ROLE OF PROMOTION IN THE MARKETING MIX
APPLY THE COMMUNICATION PROCESS
IDENTIFY PERSONAL COMMUNICATION STYLE
ISOLATE THE GOAL AND TASKS OF PROMOTION
UTILIZE ELEMENTS OF THE PROMOTIONAL MIX
UNDERSTAND THE AIDA CONCEPT AND ITS RELATIONSHIP TO THE PROMOTIONAL MIX
UNDERSTAND AND APPLY THE CONCEPT OF INTEGRATED MARKETING COMMUNICATIONS
REVIEW FACTORS THAT AFFECT THE PROMOTIONAL MIX
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GOAL #1: REVIEW THE ROLE OF PROMOTION IN THE MARKETING MIX
THE ROLE OF PROMOTION IN
THE MARKETING MIX
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MARKETING MIX VS. PROMOTIONAL MIX
MARKETING MIX
PRICE
PRODUCT
PLACE
PROMOTION
PROMOTIONAL MIX
ADVERTISING
PERSONAL SELLING
PUBLIC RELATIONS
PUBLICITY
SALES PROMOTION
SOCIAL MEDIA
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The Role of Promotion
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Promotional Strategy
Few goods or services, no matter how well developed, priced, or distributed, can survive in the marketplace without effective promotion.
Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
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Notes:
THE ROLE OF PROMOTION
THE MARKETING MANAGER DETERMINES THE GOALS OF THE PROMOTIONAL STRATEGY IN LIGHT OF THE FIRM’S OVERALL GOALS FOR THE MARKETING MIX.
USING THE OVERALL GOALS, MARKETERS COMBINE THE ELEMENTS OF THE PROMOTIONAL STRATEGY INTO A COORDINATED PLAN.
THIS PLAN BECOMES AN INTEGRAL PART OF THE MARKETING STRATEGY FOR REACHING THE TARGET MARKET.
THE MAIN FUNCTION OF PROMOTIONAL STRATEGY IS TO CONVINCE TARGET CUSTOMERS THAT THE GOODS AND SERVICES OFFERED PROVIDE A COMPETITIVE ADVANTAGE OVER THE COMPETITION.
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Exhibit 15.1
Role of Promotion in the Marketing Mix
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Notes:
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COMPETITIVE ADVANTAGE
REMINDER: Competitive Advantage is a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition (Review Chapter 2).
Features like these:
Unique features
Excellent service
Low prices
Rapid delivery
High product quality
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Notes:
GOAL #2: APPLY THE COMMUNICATION PROCESS
THE PROCESS OF COMMUNICATIOIN
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Communication is…
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The process by which meanings are exchanged or shared through a common set of symbols.
Promotional strategy is closely related to the process of communication. As humans, we assign meaning to feelings, ideas, facts, attitudes, and emotions.
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Notes:
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Communication can be divided into two major categories:
Interpersonal communication is direct, face-to-face communication between two or more people.
Mass communication refers to communicating a concept or message to larger audiences, usually through a mass medium such as television or newspapers.
When a company advertises, it does not know the consumers personally, nor is it able to respond immediately to reactions to the advertising message.
Instead the marketing manager must wait and see how people are reacting to the mass-communicated promotion.
Any clutter from competitors’ messages or other distractions can reduce the effectiveness of the mass communication effort.
Communication
Marketing Communication
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Interpersonal
Communication
Mass
Communication
Categories of
Communication
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Notes:
Marketing Communication
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Marketers are both senders and receivers of messages
Marketing communication is a two-way process.
As Senders
As Receivers
Develop messages
Adapt messages
Spot new
communication
opportunities
Inform
Persuade
Remind
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Exhibit 15.2 -- Communication Process
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Notes:
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Marketing communication is a two-way process (Exhibit 15.2)
The sender originates the message.
Encoding is the conversion of the sender’s ideas and thoughts into a message, usually words or signs.
Transmission of a message requires a channel—some communication medium. Reception occurs when the message is detected by the receiver. Transmission may be hindered because of noise—anything that interferes with, distorts, or slows down the transmission of information.
Decoding is the interpretation of the language and symbols sent. Proper match between the message to be conveyed and the target market’s attitude is the job of the marketing manager. Differences in culture, age, social class, education, and ethnicity can lead to miscommunication. Marketers targeting consumers in foreign countries must also worry about translation and miscommunication issues.
The receiver’s response to a message is direct feedback to the source. Since mass communicators are cut off from direct feedback, they rely on market research or analysis of viewer perceptions for indirect feedback.
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COMMUNICATION AND THE INTERNET
TRADITIONAL ADVERTISING MODEL:
- IMPERSONAL
- NUMBERS DRIVEN
- UNQUANTIFIABLE CONSUMER BEHAVIOR
INTERNET AND SOCIAL MEDIA ADVERTISING:
- PERSONAL
- DIRECT COMMUNICATION
- FEEDBACK DRIVEN
- HIGHLY VISIBLE COMMUNICATION
GOAL #4: Isolate the goals and
tasks of promotion
The Goals of Promotion
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GOALS AND TASKS OF PROMOTION
Connecting
Promotion seeks to:
- modify behavior and thoughts in some way.
- strives to reinforce existing behavior
Promotion has four basic tasks:
Often marketers will try to accomplish two or more of these tasks at the same time.
Informing
Reminding
Persuading
Target
Audience
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Note
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Informative promotion seeks to convert an existing need into a want or to stimulate interest in a new product. It is more prevalent during the early stages of the product life cycle.
Persuasive promotion is designed to stimulate a purchase or an action. It becomes the main promotion goal when the product enters the growth stage of its life cycle.
Reminder promotion is used to keep the product/brand name in the public’s mind. It is effective during the maturity cycle.
Connecting is designed to form relationships with customers and potential customers to encourage them to be brand advocates. This helps introduce new products, stimulate purchase, and keep the brand in customer’s minds, which makes connecting important for all stages in the PLC.
GOALS AND TASKS OF PROMOTION
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GOALS AND TASKS
OF PROMOTION
PLC – Product Life Cycle
Informing
Reminding
Persuading
Target
Audience
Connecting
PLC Stages:
Introduction
Early Growth
PLC Stages:
Growth
Maturity
PLC Stages:
Maturity
PLC Stages:
All
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GOALS AND TASKS OF PROMOTION
Increase awareness
Explain how product works
Suggest new uses
Build company image
Informative Promotion
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GOALS AND TASKS OF PROMOTION
Encourage brand switching
Change customers’ perceptions of product attributes
Influence immediate buying decision
Persuade customers to call
Persuasive Promotion
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GOALS AND TASKS OF PROMOTION
Remind customers that product
may be needed
Remind customers where
to buy product
Maintain customer awareness
Reminder Promotion
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Goals and Tasks of Promotion
Form relationships through social media
Encourage transparent information exchange
Customers become brand advocates
Connect Promotion
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GOAL #5: Utilize elements of the promotional mix
The Promotional Mix
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THE PROMOTIONAL MIX
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1. ADVERTISING
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Most commonly distributed by traditional media, though increasingly through non-traditional media, such as Web sites, e-mail, blogs, and interactive video kiosks in malls and supermarkets.
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Notes:
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ADVERTISING MEDIA
Traditional
Advertising Media
New Advertising
Media
Television
Radio
Newspapers
Magazines
Pay-per-click advertising
Banner advertising
Direct mail
Billboards
Transit advertising
Web sites
Blogs
Interactive video kiosks
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1. ADVERTISING
REACH LARGE NUMBER
OF PEOPLE
LOW COST PER
CONTACT
CAN BE MICRO-TARGETED
Total cost is high
National reach is expensive for small companies
Advantages
Disadvantages
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2. PUBLIC RELATIONS
Evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program to earn public understanding.
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THE FUNCTION OF PUBLIC RELATIONS
- Maintain a positive image
- Educate the public about the company’s objectives
- Introduce new products
- Support the sales effort
- Generate favorable publicity
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3. SALES PROMOTION
Marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness.
- Sales promotion is generally a short-run tool used to stimulate immediate increases in demand.
- Sales promotion is used to improve the effectiveness of other ingredients in the promotion mix, especially advertising and personal selling.
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Notes:
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3. SALES PROMOTION
End
Consumers
Company Employees
Trade Customers
Free samples
Contests
Premiums
Trade Shows
Vacation Giveaways
Coupons
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4. PERSONAL SELLING
Planned presentation to one or more prospective buyers for the purpose of making a sale.
Personal selling is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other.
Both buyer and seller have specific objectives. The buyer may need to minimize cost or assure a quality product, while the salesperson may need to maximize revenue and profits.
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Notes:
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4. PERSONAL SELLING
Traditional
Selling
Relationship
Selling
Attempts to persuade the buyer into a specific point of view; creates a win-lose outcome.
Long-term relationships; creates a win-win outcome.
Personal selling is increasingly dependent on the Internet to attract potential buyers seeking information
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Notes:
- Traditional methods of personal selling include a planned presentation to one or more prospective buyers. The seller tries to persuade the buyer to accept a point of view or take action. Frequently, the traditional view of personal selling creates a win-lose outcome at the expense of the buyer.
- Relationship selling emphasizes a win-win outcome and the accomplishment of mutual objectives that benefit both buyer and salesperson in the long-term. The goal is a long-term, committed relationship based on trust and customer loyalty.
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5. SOCIAL MEDIA
Promotion tools used to facilitate conversations among people online.
Social media include blogs (online journals), microblogs (Twitter), podcasting (online audio shows), vodcasts (online videos and newscasts, especially on YouTube), and social networks such as Facebook and LinkedIn.
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COMMUNICATION PROCESS AND THE PROMOTIONAL MIX
SHIFT FROM ONE-WAY COMMUNICATION TO CUSTOMER-CONTROLLED, CUSTOMIZED, MANY-TO-MANY COMMUNICATION.
CONSUMER GENERATED MEDIA (EX: SOCIAL MEDIA)
PAID MEDIA -- MEDIA BASED ON THE TRADITIONAL AD MODEL WHERE A BRAND PAYS FOR MEDIA SPACE
EARNED MEDIA -- MEDIA BASED ON A PUBLIC RELATIONS OR PUBLICITY MODEL THAT GETS CUSTOMERS TALKING ABOUT THE BRAND.
OWNED MEDIA -- OWNED MEDIA: NEW CATEGORY OF MEDIA BASED ON BRANDS PUBLISHING THEIR OWN CONTENT TO MAXIMIZE BRAND VALUE
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Exhibit 15.3 -- Digital Media Types
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Social Media is concentrated here, between owned and earned media, with some (but not much) paid media depending on the strategy.
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Exhibit 15.4 – Characteristics of the Elements in the Promotional Mix
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GOAL # 6 – Understand the AIDA concept and its relationship to the promotional mix
Promotional Goals
and the AIDA Concept
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THE AIDA CONCEPT
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Attention
Interest
Desire
Action
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
AIDA proposes that consumers respond to marketing messages in a cognitive (thinking), affective (feeling), and conative (doing) sequences
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THE AIDA CONCEPT
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Cognitive (thinking)
Affective (feeling)
Conative (doing)
Action
Desire
Interest
Attention
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Exhibit 15.5 Relationship Between The Promotional Mix and AIDA
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Very Effective
Somewhat Effective
Not Effective
| Attention | Interest | Desire | Action |
| Advertising | |||
| Public Relations | |||
| Sales Promotion | |||
| Personal Selling | |||
| Social Media |
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GOAL #7 – Understand and apply the concept of integrated marketing communications
Integrated Marketing Communications
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INTEGRATED MARKETING COMMUNICATIONS
The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.
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Notes:
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IMC POPULARITY GROWTH
PROLIFERATION OF THOUSANDS OF MEDIA CHOICES.
FRAGMENTATION OF THE MASS MARKET.
SLASH OF ADVERTISING SPENDING IN FAVOR OF PROMOTIONAL TECHNIQUES THAT GENERATE IMMEDIATE RESPONSE.
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GOAL #8 – Review factors that affect the promotional mix
Factors Affecting the
Promotional Mix
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Factors Affecting the
Choice of Promotional Mix
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Promotional mixes vary a greatly from one product and one industry to the next.
Nature of the product
Stage in PLC
Target market characteristics
Type of buying decision
Promotion funds
Push or pull strategy
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Exhibit 15.6 – Product Life Cycle and the Promotional Mix
AD/PR decrease; limited sales promotion; personal selling for distribution
© 2015 by Cengage Learning Inc. All Rights Reserved.
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Light
Advertising;
Pre-introduction
publicity
Advertising,
PR, brand
loyalty;
personal
selling for
distribution
Heavy
Advertising;
PR for
awareness;
sales
promotion
for trial
Ads
decrease;
sales promotion;
personal selling;
reminder &
persuasive
© 2015 by Cengage Learning Inc. All Rights Reserved.
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Notes:
Target Market Characteristics
For…
Widely scattered market
Highly informed buyers
Brand-loyal repeat purchasers
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Advertising
Sales Promotion
Less Personal Selling
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Notes:
Type of Buying Decision
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Advertising
Sales Promotion
Routine
Personal Selling
Neither Routine
nor Complex
Advertising
Public Relations
Print Advertising
Complex
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Notes:
Available Funds
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TRADE-OFFS WITH FUNDS AVAILABLE -- WHEN FUNDS ARE AVAILABLE TO PERMIT A MIX OF PROMOTIONAL ELEMENTS, A FIRM WILL TRY TO OPTIMIZE ITS RETURN ON PROMOTION DOLLARS WHILE MINIMIZING THE COST PER CONTACT
NUMBER OF PEOPLE IN TARGET MARKET -- THE COST PER CONTACT IS HIGH FOR PERSONAL SELLING, PUBLIC RELATIONS, AND SALES PROMOTIONS. ON THE OTHER HAND, THE COST PER CONTACT IS LOW FOR NATIONAL ADVERTISING SINCE IT REACHES A LARGE NUMBER OF PEOPLE
QUALITY OF COMMUNICATION NEEDED
RELATIVE COSTS OF PROMOTIONAL ELEMENTS
There is a trade-off among the funds available, the number of people in the target market, the quality of communication needed, and the relative costs of the promotional elements.
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Exhibit 15.7 – Push Strategy vs. Pull Strategy
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REVIEW
IS COMMUNICATION BY MARKETERS THAT INFORMS, PERSUADES, AND REMINDS POTENTIAL BUYERS OF A PRODUCT IN ORDER TO INFLUENCE AN OPINION OR ELICIT A RESPONSE.
DISTRIBUTIVE COMMUNICATION
PERCEPTUAL COMMUNICATION
STATISTICALLY PROVABLE ADVERTISING
PROMOTION
PUBLICITY
THE MAIN FUNCTION OF A PROMOTIONAL STRATEGY IS TO:
CONVINCE THE TARGET CUSTOMERS THAT A FIRM’S PRODUCTS OFFER COMPETITIVE ADVANTAGES OVER THOSE OF ITS COMPETITION.
FIND A NICHE IN THE MARKETPLACE FOR THE FIRM AND ITS PRODUCTS.
PROVIDE THE FIRM WITH RESEARCH INFORMATION ABOUT THE SUCCESS OF ITS MARKETING EFFORT.
CREATE EFFICIENT DISTRIBUTION CHANNELS.
GUARANTEE CONTROL OVER THE LENGTH OF THE STAGES OF THE PRODUCT LIFE CYCLE.
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REVIEW
A IS DEFINED AS A UNIQUE ASPECT OF AN ORGANIZATION THAT CAUSES TARGET CONSUMERS TO PATRONIZE THAT FIRM RATHER THAN COMPETITORS.
COMPARATIVE DIFFERENTIATION
COMPETITIVE ADVANTAGE
MARKETING MIX
SPECIAL BENEFIT
PROMOTIONAL PLAN
IS THE PROCESS BY WHICH WE EXCHANGE OR SHARE MEANINGS THROUGH A COMMON SET OF SYMBOLS. PEOPLE ALSO ASSIGN MEANINGS TO FEELINGS, IDEAS, FACTS, AND ATTITUDES.
FEEDBACK
PROMOTION
ADVERTISING
PUBLICITY
COMMUNICATION
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REVIEW
INTERPERSONAL COMMUNICATION IS:
NONPAID INFORMATION SUCH AS PUBLICITY.
PAID COMMUNICATION PLACED IN PERSONAL MEDIA.
LONG-DISTANCE COMMUNICATION BETWEEN A BUSINESS AND ITS TARGET MARKET.
DIRECT FACE-TO-FACE COMMUNICATION BETWEEN TWO OR MORE PEOPLE.
NOISE-FREE COMMUNICATION.
THE TWO MAJOR CATEGORIES OF COMMUNICATIONS ARE:
VERBAL AND NONVERBAL.
DIRECT AND INDIRECT.
LONG TERM AND SHORT TERM.
MASS AND INTERPERSONAL.
INFORMATIVE AND PERSUASIVE.
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REVIEW
COMMUNICATION TO LARGE AUDIENCES, USUALLY THROUGH A MEDIUM SUCH AS TELEVISION OR A NEWSPAPER, IS CALLED COMMUNICATION.
MASS
FEEDBACK-PROOF
REFERENTIAL
INTERPERSONAL
PUBLIC
THE COMMUNICATION PROCESS ITSELF CONSISTS OF:
MESSAGE, MEDIA, AND TRANSMITTAL.
SOURCE, RECEIVER, AND CHANNEL.
SENDER, RECEIVER, AND MESSAGE.
ENCODING, DECODING, CHANNEL, SENDER, AND RECEIVER.
COMPREHENSION, NOISE, AND FEEDBACK.
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REVIEW
IS THE INTERPRETATION OF THE LANGUAGE AND SYMBOLS SENT BY A SOURCE THROUGH A CHANNEL.
DEVELOPMENT
ENVELOPMENT
PROCESSING
DECODING
ENCODING
ENCODING IS THE:
CREATION OF THE ORIGINAL IDEAS AND THOUGHTS OF A MESSAGE.
CONVERSION OF THE SENDER’S IDEAS AND THOUGHTS INTO A MESSAGE.
TRANSMISSION OF A MESSAGE.
RECEIPT AND COMPREHENSION OF A MESSAGE.
DECIPHERING AND UNDERSTANDING OF A MESSAGE.
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REVIEW
A CHANNEL IN COMMUNICATION IS:
THE ONLY SOURCE OF NOISE.
THE SAME AS IN DISTRIBUTION.
USUALLY AN AD AGENCY OR PUBLIC RELATIONS FIRM.
SOMEONE WHO PLACES ADVERTISING INTO MEDIA.
ANY COMMUNICATION MEDIUM.
IS ANYTHING THAT INTERFERES WITH, DISTORTS, OR SLOWS DOWN THE TRANSMISSION OF INFORMATION.
MEDIA COMMUNICATION
FEEDBACK
STATIC
NONPAID COMMUNICATION
NOISE
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REVIEW
FOR COMMUNICATION TO BE EFFECTIVE:
MARKETING MANAGERS SHOULD USE BOTH INTERPERSONAL AND MASS COMMUNICATIONS.
ALL STEPS OF THE COMMUNICATIONS PROCESS MODEL MUST TAKE PLACE.
MARKETING MANAGERS MUST ENSURE A PROPER MATCH BETWEEN THE MESSAGE TO BE CONVEYED AND THE TARGET MARKET’S ATTITUDES AND IDEAS.
ADVERTISING MESSAGES MUST BE GENERAL ENOUGH TO COVER ALL AGES, SOCIAL CLASSES, AND EDUCATION LEVELS.
MARKETERS SHOULD USE TELEVISED INSTEAD OF PRINT COMMUNICATION.
WHAT ARE THE FOUR BASIC TASKS OF PROMOTION?
INFORMING, PERSUADING, INSTITUTING AND CONVINCING
PERSUADING, CONVINCING, REMIXING, AND REMINDING
INFORMING, PROVIDING, CONVINCING, AND REMINDING
INFORMING, PERSUADING, REMINDING, AND CONNECTING
PERSUADING, IMPLEMENTING, COMPARING, AND REMINDING
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REVIEW
INFORMATIVE PROMOTION IS GENERALLY USED:
WHEN MEMORY STIMULUS IS NEEDED.
WHEN THE BRAND NAME IS WELL-KNOWN TO CONSUMERS.
DURING THE EARLY STAGES OF THE PRODUCT LIFE CYCLE.
DURING AN ATTEMPT TO GAIN THE IMMEDIATE ACTION OF A CONSUMER.
WHEN ADVERTISING A SIMPLE, NONTECHNICAL, MATURE PRODUCT.
THE GOAL OF PERSUASIVE PROMOTION IS TO:
STIMULATE A PURCHASE OR AN ACTION.
INCREASE BRAND AWARENESS.
DESCRIBE AVAILABLE SERVICES.
REMIND THE CONSUMERS OF WHERE TO BUY THE PRODUCT.
MAINTAIN TOP-OF-MIND CONSUMER AWARENESS
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REVIEW
PROMOTION IS USED TO KEEP A FAMILIAR BRAND NAME IN THE PUBLIC’S MIND AND IS PREVALENT DURING THE MATURITY STAGE OF THE PRODUCT LIFE CYCLE.
INFLUENCE
AMUSEMENT
INFORMATIVE
PERSUASIVE
REMINDER
THE PROMOTIONAL MIX CONSISTS OF:
ADVERTISING, PUBLICITY, DIRECT MARKETING, AND PERSONAL SELLING.
PUBLIC RELATIONS, DIRECT MARKETING, PERSONAL SELLING, AND PUBLICITY.
PRODUCT, PROMOTION, PRICE, AND PLACE.
ADVERTISING, PUBLIC RELATIONS, SALES PROMOTION, PERSONAL SELLING, AND SOCIAL MEDIA.
ADVERTISING, TELEMARKETING, PUBLIC RELATIONS, AND SALES PROMOTIONS.
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REVIEW
THE MARKETING FUNCTION THAT EVALUATES PUBLIC ATTITUDES, IDENTIFIES AREAS WITHIN THE ORGANIZATION THAT THE PUBLIC MAY BE INTERESTED IN, AND EXECUTES A PROGRAM OF ACTION TO GAIN PUBLIC UNDERSTANDING IS CALLED:
PUBLIC RELATIONS.
ADVERTISING.
IMPLICIT COMMUNICATIONS.
PERSONAL SELLING.
SALES PROMOTION.
CONSISTS OF ALL MARKETING ACTIVITIES THAT STIMULATE CONSUMER PURCHASING SUCH AS COUPONS, CONTESTS, FREE SAMPLES, AND TRADE SHOWS.
SALES PROMOTION
PUBLICITY
PERSONAL SELLING
ADVERTISING
SPONSORSHIP
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REVIEW
AIDA STANDS FOR:
ATTITUDE, INTEREST, DEMAND, ACTIVITY.
ATTENTION, INTEREST, DESIRE, ACTION.
AWARENESS, INTENT, DEMAND, ACTION.
AVOIDANCE, INTEREST, DESIRE, ACCEPTANCE.
ATTITUDES IN DEVELOPING ACQUISITIONS.
IN TERMS OF THE AIDA CONCEPT, SALES PROMOTION IS MOST EFFECTIVE AT CREATING:
STRONG DESIRE AND PURCHASE INTENT.
POSITIVE ATTITUDES TOWARD A BRAND.
AWARENESS OF A PRODUCT.
LONG-TERM INTEREST.
AWARENESS OF A PRODUCT AND PURCHASE INTENT.
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REVIEW
THE AIDA CONCEPT:
PROVES THAT PROMOTIONAL EFFECTIVENESS IS AN INSIGNIFICANT ABSTRACT TERM.
DEMONSTRATES THAT BUYERS GO THROUGH NINE STAGES ON THE WAY TO MAKING A DECISION.
IS A MODEL EFFECTIVELY SHOWING THAT ADVERTISING CAN MOVE PEOPLE TO THE PURCHASE STAGE.
IS A MODEL FOR REACHING PROMOTIONAL OBJECTIVES THAT OUTLINES A SEQUENTIAL PROCESS FOR EFFECTIVE PROMOTION.
IS A BUDGET PLAN BASED ON THE EFFECTIVENESS OF VARIOUS PROMOTIONAL MIXES IN ACHIEVING CERTAIN OBJECTIVES
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ESSAY REVIEW
- WHAT ARE THE FOUR BASIC TASKS OF PROMOTION? FOR EACH OF THESE FOUR TASKS, GIVE TWO SPECIFIC PROMOTIONS EXAMPLES OF HOW THAT TASK MIGHT BE ACCOMPLISHED. (REVIEW PAGE 276-7)
- WHAT IS INTEGRATED MARKETING COMMUNICATIONS (IMC)? HOW IS IMC IMPLEMENTED? (REVIEW PAGE 283-5)
- LIST THREE REASONS WHY THE CONCEPT OF INTEGRATED MARKETING COMMUNICATIONS HAS BEEN GROWING IN POPULARITY. (REVIEW PAGE 283-5)
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