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Transcript
ROLE OF PROMOTION • COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! GOLDEN IMC • Integrated Marketing Communication – Coordinate promotion and other marketing efforts. – Maximize informational and persuasive impact through synergy. – Create seamless message. GOLDEN NONVERBAL COMMUNICATION (NVC) • Haptics/Tactile: Use of touch. • Proxemics: Use of space. • Kinesics: Use of body. GOLDEN PROMOTION OBJECTIVES • Create Awareness • Retain Loyal • Stimulate Demand Customers – Primary and • Facilitate Reseller selective demand Support • Encourage Trial • Combat • Identify Prospects Competition • Reduce Sales Fluctuations GOLDEN PROMOTION MIX • Advertising: Paid non-personal communication. Cost efficient but has slow, inaccurate feedback. • Personal Selling: Paid personal communication. Very expensive per contact but has fast and accurate feedback. • Public Relations: Communication with various internal and external publics. Image management. • Sales Promotion: Inducement or incentive that adds value. Irregular use and mostly a short term strategy. GOLDEN PUSH/PULL STRATEGIES • PUSH: Pushing promotions to the next institution in the marketing channel. • PULL: Promote directly to consumer, which creates demand and pulls products through the marketing channel. GOLDEN