Summary
Summary MNM2611 Promotions Management
- Course
- Institution
- Book
Full summary as based on page reference guide. Skim over chapter 6 E-communications (I passed with distinction)
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
9 reviews
By: bradley_8_klassen • 6 year ago
By: tiaanjansevrensburg • 7 year ago
Great notes thanks, I had little time to prepare due to work but this helped me a lot.
By: luankaf • 7 year ago
By: Dubst3ph • 7 year ago
HI Luan May I ask why the notes werent to your satisfaction?
By: RobinJ • 7 year ago
By: moiradebruin • 7 year ago
By: Dubst3ph • 7 year ago
HI Moira May I ask why the notes werent to your satisfaction?
By: stormdudley • 7 year ago
By: Dubst3ph • 7 year ago
HI Stormdydley. May I ask why the notes werent to your satisfaction?
By: Kelekilwem • 7 year ago
Seller
FollowDubst3ph
Reviews received
Content preview
2611 Promotions Management-2016 Exam Preparation Notes and Summary. By: Dubst3phs
Study Unit 1: The role of promotions in the business environment.
RECAP
The Marketing Mix
ü Product ü Price
ü Place ü Promotion
WHAT IS IMC?
Defined is a concept of marketing communications planning that recognizes the added value of comprehensive plan
that evaluates the strategic roles of a variety of communication disciples. These combined disciplines provide clarity
and maximum communications impact.
THE ELEMENTS OF THE PROMOTION MIX
• Advertising
• Sales promotion
• Personal selling
• Direct and interactive marketing
• E-communications
• Public relations
• Sponsorship
• Word of mouth/ Social networking
COMPONENTS CHARACTERISTICS EXAMPLES
Advertising Paid, non-personal communication TV, Radio, Billboards, print and
through publicly available media digital media
Sales Promotion/ Form of persuasive communication Special offers, competitions, gifts,
Shopper Marketing to boosted sales trade fairs and exhibitions,
seminars, point of sale
Personal selling Face to face persuasion, push Sales representatives, sales
strategy meetings, incentive systems
Direct and interactive marketing/ Delivering personalized message to Catalogues, direct mail,
Database marketing build on-on-one relationships with telemarketing, interactive
customers on a basis of their communication: websites, blogs
responses and email
E-communications Allows for interaction and generally Internet, blogs, websites, email,
consist of richer information mob sites, SMS
Public Relations Developing a mutual understanding Press release, sponsorships,
between and organization and its functions, CI (corporate identity)
publics
Sponsorship Sponsoring events and public Sports, entertainment events,
personas who fit the profile and are festivals, street activities
in line with the brand and product
image
Word of mouth/ Social Personal experiences shares with People share with friends or group
networking other people of people at a salon, church of
other social gatherings.
Alternative Communication Unexpected and unconventional User generated content: YouTube,
Channels media channels that thrive on Facebook, Twitter
engagement and visual impact
Continue on next page: 3 modes of marketing
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Dubst3ph. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.86. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
52355 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now