1. Role of Databases in Effective IMC Programs
1.1. -internet helps collect information faster and easier
1.2. -direct sampling its frequently used method to obtain customer opinions
2. The Communication Process
2.1. 1. marketing manager
2.2. 2.transmits messages such as sales presentations,ads,displays,direct email,publicity releases
2.3. 3. Delivers message via salesperson,print and electronic advertising media,public relations
2.4. 4.Receiver or customer interprets message
2.5. 5. Receiver or customer makes decision
2.6. 6. Customer responses,market research,market share changes,field sales reports
3. Objectives of Promotion
3.1. 1. Provide information
3.2. 2. Increase demand
3.3. 3. Differentiate a product
3.4. 4. Accentuate a product's value
3.5. 5. Stabilize sales
4. Sposorships
4.1. - event/sponsor relationship in which an organization provides funds or in-kind resources to an event or activity in exchanges for a direct association with that even or activity.
4.2. 1. Sponsorship spending
4.3. 2. Growth Of Sponsorships
4.4. 3. How Sponsorship Differs From Advertising
4.5. 4. Assessing Sponsorship Results
5. Developing An Optimal Promotional Mix
5.1. 1. Nature Of The Market
5.2. 2. Nature Of The Product
5.3. 3. Stage In the Product Life Cycle
5.4. 4. Price
5.5. 5. Funds Available For Promotion
6. Budgeting For Promotional Strategy
6.1. 1. percentage-of-sales method
6.2. 2. fixed-sum-per-unit method
6.3. 3. meeting competition
6.4. 4. task-objective method
7. The Value Of Marketing Communications
7.1. 1. Social Importance
7.2. 2. Business Importance
7.3. 3. Economic Importance
8. Defenation
8.1. is the the process of coordinating all this activity across different communication methods.
9. Important of teamwork
9.1. -must be present a consistent,coordinated promotional effort at every point of customer contact with the organization.
9.2. -save time,money,and effort.
10. Elements of The Promotion Mix
10.1. -Subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives.
10.2. Personal Selling
10.2.1. - Interpersonal influence process involving a seller's promotional presentation conducted on a person-to-person basis with the buyer.
10.3. Non-personal Selling
10.3.1. Promotions that includes advertising, sales promotion, direct marketing, guerilla marketing, and public relations-all conducted without being face-to-face with the buyer.
10.3.2. 1. Avertising
10.3.3. 2. Product Placement
10.3.4. 3. Sales Promotion
10.3.5. 4. Direct Marketing
10.3.6. 5. Public Relations and Publicity
10.3.7. 6. Guerilla Marketing
11. Direct Marketing
11.1. Direct Marketing Communications Channels
11.1.1. 1. Direct Mail
11.1.2. 2. Catalogs
11.1.3. 3. Telemarketing
11.1.4. 4. Direct marketing Via Broadcast Channels
11.1.5. 5. Electronic Direct Marketing Channels
11.1.6. 6. Other Direct Marketing Channels
12. Pulling And Pushing Promotional Strategies
12.1. 1. Pulling strategy
12.1.1. -Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel
12.2. 2. Pushing strategy
12.2.1. -Promotional effort by the seller directed to members of the marketing channel rather than final users.
13. Measuring The Effectiveness Of Promotion
13.1. 1. measuring online promotions
13.1.1. -cost per impression
13.1.2. -cost per response