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Summary MNM2611 Promotions Management
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Full summary as based on page reference guide. Skim over chapter 6 E-communications (I passed with distinction)
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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
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