1. 9) Budgeting For Promotional Strategy
1.1. 1) Percentage of Sales Method
1.2. 2) Fixed-Sum-Per-Unit Method
1.3. 3) Meeting Competition Method
1.4. 4) Task Objective Method
2. 10) Measuring The Effectiveness of Promotion
2.1. 1) Measuring Online Promotions
3. 11) The Values of Marketing Communications
3.1. 1) Social Importance
3.2. 2) Business Importance
3.3. 3) Economic Importance
4. 7) Developing An Optimal Promotional Mix
4.1. 1) Nature Of The Market
4.2. 2) Nature Of The Product
4.3. 3) Stage In The Product LifeCycle
4.4. 4) Price
4.5. 5) Funds Available For Promotion
5. 8) Pulling and Pushing Promotional Strategies
5.1. 1) Pulling Strategy
5.2. 2) Pushing Strategy
6. 2) The Communication Process
6.1. 1) Sender - The source in the communication system; seeks to convey message
6.2. 2) Message - A communication of information, advice, or a request to a receiver
6.3. 3) AIDA concept (attention-interest-desire-action) -- The steps consumers take in reaching a purchase decision
6.4. 4) Encoded -- Translated into understandeable terms and transmitted through a communications channel
6.5. 5) Decoding -- The receiver's interpretation of the message
6.6. 6) Feedback -- The receiver's response
6.7. 7) Noise -- As ineffective promotional appeals, inappropriate advertising media or poor radio
6.8. 8) Channel -- Deleivering the message
7. 1) Definition
7.1. Is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise
8. 3) Objectives of Promotion
8.1. 1) Provide information
8.1.1. To inform the market about the availability of a particular good/service
8.2. 2) Increase a demand
8.2.1. i) Primary Demand
8.2.1.1. Focus on all brand
8.2.2. ii) Selective Demand
8.2.2.1. focus on selective brand
8.3. 3) Differentiate the product
8.4. 4) Accentuate the product's value
8.5. 5) Stabilize sales
9. 4) Elements of The Promotional Mix
9.1. 1) Personal Selling
9.2. 2) Nonpersonal selling
9.2.1. i) Advertising
9.2.1.1. - Any paid, nonpersonal communication through various media about a business firm, not for profit organization, product or idea by a sponsor identified in a message that is intended to inform or persuade members of a particular audience
9.2.2. ii) Product Placement
9.2.2.1. - Is a form of nonpersonal selling in which the marketer pays a motion picture or television program owner a fee to display his or her product prominently in the film or show
9.2.2.1.1. Example: Heineken in Skyfall (2012)
9.2.3. iii) Sales Promotion
9.2.4. iv) Direct Marketing
9.2.5. v) Public Relations & Publicity
9.2.6. vi) Guerilla Marketing