1. Sponsorships
1.1. Event or sponsor relationship in which an organizations provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity
1.2. Sponsor Purchases
1.2.1. Acess to the event's audience
1.2.2. The image associated with the activity
1.3. How sponsorship Differs from advertising
1.3.1. i : Cost- effectiveness ii : Sponsor degree of control versus that of advertising iii : Nature of the message iv : Audience reaction ambush marketing (Firm that is not an official sponsor tries to link to itself to an event)
2. Objectives of Promotion
2.1. i : Provide information to Consumer and others
2.2. ii : Increase demand
2.3. iii : Diffretiate a product
2.4. iv : Accentuate a Product's Value
2.5. v : Stabilize sales
3. Elements Of Promotional Mix
3.1. PERSONAL SELLING
3.1.1. Conducted on a person person basis with the buyer
3.2. NON-PERSONAL SELLING
3.2.1. i : Advertising ii :Product placement iii : Sales promotion iv : Trade promotion v : Direct marketing vi : Publicity vii :Public relations Guerilla marketing
4. Direct Marketing
4.1. i : Helps increase store traffic ii : Opens new international markets of unprecendented size iii : Promotes goals beyond creating product awareness iv : Databases are an important tool
4.1.1. Broadcast Channels
4.1.2. Electronic DIrect Marketing Channels
4.1.3. Communication Channels
4.1.3.1. Direct Mail
4.1.3.2. Catalogs
4.1.3.3. Telemarketing
4.1.4. Other Direct Marketing Channels
4.1.4.1. E:g ; Magazine ads with toll-free telephone numbers enhance inbound telemarketing campaigns.
5. Developing An Optional Promotional Mix
5.1. i : Nature of the market ii : Nature of the product iii : Stage in the product life cycle iv : Price v : Funds available for promotion
6. Pulling And Pushing Promotional Strategies
6.1. Pulling Strategy
6.1.1. Promotional effort by the seller to stimulate final-user demand
6.2. Pushing Strategy
6.2.1. Promotional effort by the seller directed to members of the marketing channel rather than final user
6.3. PPP Strategies
6.3.1. Timing
6.3.1.1. Prior to the actual sale, advertising is usually more important
6.3.1.2. Selling activities are more important than advertising at the time of purchase
7. Budgeting For Promotional Strategy
7.1. B2B markets allocate more to personal selling than advertising
7.2. Reverse is true for consumer goods
8. The Value Of Marketing Communications
8.1. Social Importance
8.2. $ Business Importance
8.3. Economic Importance
9. Measuring The Effectiveness Of Promotion
9.1. Direct sales results test
9.2. Measuring Online Promotions
9.2.1. Cost Per Impersion
9.2.2. Cost Per Response (Click Through)
9.2.3. Coversation rate