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    The Promotion Mix Benefits Limitations: Per Person

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    Y Nhi Vo
    The document discusses integrated marketing communications (IMC) and the major elements of the promotion mix. IMC aims to coordinate all promotional efforts to maximize communication effects and consistently deliver targeted messages. The four main components of the promotion mix discussed are advertising, public relations, sales promotion, and personal selling. Each component's definition, benefits, and limitations are briefly outlined.

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    The Promotion Mix Benefits Limitations: Per Person

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    Y Nhi Vo
    77 views2 pages
    The document discusses integrated marketing communications (IMC) and the major elements of the promotion mix. IMC aims to coordinate all promotional efforts to maximize communication effects and consistently deliver targeted messages. The four main components of the promotion mix discussed are advertising, public relations, sales promotion, and personal selling. Each component's definition, benefits, and limitations are briefly outlined.

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    Chap 5 LO4

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    The document discusses integrated marketing communications (IMC) and the major elements of the promotion mix. IMC aims to coordinate all promotional efforts to maximize communication effects and consistently deliver targeted messages. The four main components of the promotion mix discussed are advertising, public relations, sales promotion, and personal selling. Each component's definition, benefits, and limitations are briefly outlined.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    77 views2 pages

    The Promotion Mix Benefits Limitations: Per Person

    Uploaded by

    Y Nhi Vo
    The document discusses integrated marketing communications (IMC) and the major elements of the promotion mix. IMC aims to coordinate all promotional efforts to maximize communication effects and consistently deliver targeted messages. The four main components of the promotion mix discussed are advertising, public relations, sales promotion, and personal selling. Each component's definition, benefits, and limitations are briefly outlined.

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    4.4.

    understand the integrated marketing communications (IMC) approach to marketing


    promotion and the major elements of the promotion mix.

    -Integrated marketing communications (IMC) is the term given to the coordination of


    promotion coordination of promotional efforts to maximise the communication effect.
    -The goal of IMC is to consistently send the most effective possible message to the target
    market. The four main components of IMC are advertising, public relations, sales
    promotion and personal selling.

    The
    promotion Definition Benefits Limitations
    mix
    Advertising is the Reach a lot of people at Difficulties in measuring its
    transmission of paid a relatively low cost effectiveness
    messages about an per person.
    Advertising
    organisation, brand or
    product to a mass
    audience.
    Public relations refers - Credibility - Poor exposure of the
    to communications - The significant word- organisation’s public relations
    aimed at creating and of-mouth message.
    maintaining communications that - A marketing-savvy
    Public relationships between can result public is increasingly cynical
    Relations the marketing - Low or no cost nature about the motivations of
    organisation and its - Effectiveness in businesses when they involve
    stakeholders. combating negative themselves in per person.
    perceptions or events
    Sales promotions Smooth out sales in - Lose effectiveness if overused
    offer extra value to periods of low demand - Easily copied
    resellers, salespeople and to - The public is becoming
    and consumers in a facilitate retailer increasingly cynical about
    Sales bid to increase sales. support. whether they offer any real
    Promotion They are often used value or whether they just
    on an irregular basis highlight that the usual price
    to smooth demand. and conditions under which a
    product is purchased has a great
    deal of extra margin built in.
    Personal Personal selling refers - The message can be - Expensive
    Selling to personal very specifically and - Limited reach
    communication efforts personally tailored to - Efforts at personal selling
    that seek to persuade the individual are viewed with increasing
    consumers to buy consumer — thus cynicism.
    products. having greater
    influence than less
    personal advertising,
    sales promotions and
    public relations
    strategies.
    - Enables the marketing
    message to be
    adjusted based on
    feedback given by the
    target of the selling
    effort.

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