Page 255 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing Pretty Bhalla, Lovely Professional University

Notes Unit 11: Marketing Communication Tools
(Promotion Mix)

CONTENTS

Objectives
Introduction

11.1 Advertising
11.1.1 Setting the Advertising Objectives
11.1.2 Setting the Advertising Budget
11.1.3 Developing Advertising Strategy

11.1.4 Evaluating Advertising
11.2 Sales Promotion
11.2.1 Sales Promotion – Objectives

11.2.2 Sales Promotion Tools
11.3 Public Relations
11.4 Personal Selling

11.5 Direct Marketing
11.5.1 Direct Marketing – Objectives
11.5.2 Market Segmentation

11.5.3 Advantages of Direct Marketing
11.5.4 Direct Marketing Offer and Media
11.6 Online Marketing
11.6.1 Advantages

11.6.2 Disadvantages
11.6.3 Tools Used
11.7 Summary

11.8 Keywords
11.9 Review Questions
11.10 Further Readings

Objectives

After studying this unit, you will be able to:

Discuss the process of developing an advertising programme
Identify the sales promotion techniques used by companies

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