LecLure # 17

romoLlon ueclslons and lnLegraLed

MarkeLlng CommunlcaLlon
JaL ls promoLlon?
Any form of
communlcaLlon a
buslness or organlzaLlon
uses Lo lnform
persuade or remlnd
people abouL lLs
producLs
@e romoLlonal Mlx ls a
comblnaLlon of Le dlfferenL
Lypes of promoLlon
@o Lypes of promoLlon
roducL romoLlon
@ype of promoLlon LaL a buslness uses Lo
convlnce poLenLlal cusLomers Lo buy producLs
from Lem and noL Lelr compeLlLors
lnsLlLuLlonal romoLlon
@ype of promoLlon LaL a buslness uses Lo creaLe a
favorable lmage for lLself
our baslc Lypes of romoLlon
ersonal selllng
AdverLlslng
Sales promoLlon
ubllc relaLlons
ulrecL MarkeLlng
urposes of romoLlon urposes of romoLlon
@o Lell consumers abouL a company's @o Lell consumers abouL a company's
Coods Coods
Servlces Servlces
lmages lmages
ldeas ldeas
urposes of romoLlon urposes of romoLlon
@o persuade consumers Lo buy @o persuade consumers Lo buy
Promot|on's Rec|pe
for 8uccess:
Mix various
communication
activities together and
serve to potential
customers until desired
outcome is achieved.
Coals and @asks of romoLlon
Informing Reminding
Persuading
Target
Audience
14 10
Elements in the
Communication Process
14 11
5tep 1 ldenLlfylng Le
@argeL Audlence
AffecLs declslons relaLed
Lo aL o en and
ere message lll be
sald as ell as o lll
say lL
ueveloplng LffecLlve CommunlcaLlon
14 12
5tep 2 ueLermlnlng CommunlcaLlon
Cb[ecLlves
Cb[ecLlves may be seL Lo move buyers
Lroug Le slx readlness sLages
ueveloplng LffecLlve CommunlcaLlon
14 13
5tep J
ueslgnlng a Message
AluA frameork guldes
message deslgn
Message conLenL
8aLlonal
LmoLlonal appeals fear
umor gullL same love
Moral appeals
ueveloplng LffecLlve CommunlcaLlon
AluA and Le Plerarcy of LffecLs
Attention Interest Desire Action
Awareness
KnowIedge
Liking
Preference
Conviction
Purchase
14 1S
5tep J
ueslgnlng a Message
Message sLrucLure
ura a concluslon?
Cneslded or Loslded?
SLrongesL argumenLs
presenLed flrsL or lasL?
Message formaL
novelLy conLrasL and more
ueveloplng LffecLlve CommunlcaLlon
14 16
5tep 4 Cooslng Medla
ersonal vs nonpersonal communlcaLlon
cannels
ueveloplng LffecLlve CommunlcaLlon
14 17
5tep 4 Cooslng Medla
ersonal communlcaLlon cannels
lncludes faceLoface pone mall and
lnLerneL caL communlcaLlons
JordofmouL lnfluence ls ofLen crlLlcal
8uzz markeLlng culLlvaLes oplnlon leaders
nonpersonal communlcaLlon cannels
lncludes medla aLmospere and evenLs
ueveloplng LffecLlve CommunlcaLlon
14 18
5tep 5 SelecLlng Le
Message Source
Plgly credlble
sources are more
persuaslve
A poor colce of
spokesperson can
Larnls a brand
ueveloplng LffecLlve CommunlcaLlon
14 19
5tep 6 CollecLlng
eedback
8ecognlLlon recall and
beavloral measures are
assessed
May suggesL canges ln
producL/promoLlon
ueveloplng LffecLlve CommunlcaLlon
@e @op 3 @e @op 3
Alrllnes! Alrllnes!
%rave|er Hagaz|ne
Flynn Flynn
Tne o|kes Tne o|kes
rne pros rne pros
use. use.
25 0ll
Coupor
% % AdverLlslng AdverLlslng
% % ersonal selllng ersonal selllng
% % ubllclLy ubllclLy
% % Sales Sales promoLlon promoLlon
% % ulrecL MarkeLlng ulrecL MarkeLlng
CommunlcaLlon @ecnlques
JaL do Ley do?
AdverLlslng
CreaLes aareness of a buslness's producL
ubllc 8elaLlons
CreaLes a favorable lmage for Le buslness lLself
Sales romoLlon
LfforLs sLlmulaLe sales
ersonal Selllng
8ullds on all of Le oLer efforLs by elplng cusLomers
compleLe Le sale
@e ComblnaLlon or 8lend of MarkeLlng @e ComblnaLlon or 8lend of MarkeLlng
CommunlcaLlon Cannels ls Called Le CommunlcaLlon Cannels ls Called Le
JaL ls Le largesL form of promoLlon?
ersonal Selllng!
@ls Lype of
promoLlon
requlres conLacL
lL poLenLlal
buyers
persona| se|||ng
ace Lo face selllng 1on1 or 1ongrp
@e mosL effecLlve form of promoLlons ln Lerms
of Le percenLages of converLs
ersona| presentat|on by the f|rm's sa|es force
for the purpose of mak|ng sa|es and bu||d|ng
customer re|at|onsh|ps
ersonal Selllng ersonal Selllng
ueLermlnes cllenL needs/anLs and responds Lroug ueLermlnes cllenL needs/anLs and responds Lroug
planned personallzed communlcaLlon LaL lnfluences planned personallzed communlcaLlon LaL lnfluences
purcase declslons and enances fuLure buslness purcase declslons and enances fuLure buslness
opporLunlLles opporLunlLles
Are you plannlng
on replaclng all
of your compuLers
aL once?
My budgeL on'L
allo me Lo replace
Lem all aL once
buL l anL Lem Lo
be compaLlble
?ou mlgL anL
Lo conslder leaslng
compuLers ?ou can
geL free servlce
and upgrade Lo a
neer model enever
you anL!
' 1be McCtownlll compooles
loc 2002 All klqbts kesetveJ
1626
SLeps ln ersonal Selllng
rospecL/Cuallfy rospecL/Cuallfy rospecL/Cuallfy rospecL/Cuallfy
reapproac reapproac reapproac reapproac
Approac Approac Approac Approac
resenLaLlon resenLaLlon resenLaLlon resenLaLlon
Cb[ecLlons Cb[ecLlons Cb[ecLlons Cb[ecLlons
Close Close Close Close
ollo ollo up up ollo ollo up up
ersonal selllng ls effecLlve ln
securlng corporaLe sponsorslps
season or longLerm memberslps Lo clubs
corporaLe osplLallLy and
for selllng sporL/rec/flLness producLs LaL ave
largely lnLanglble beneflLs
AdvanLages of ersonal Selllng
Cost ControI Cost ControI
Message ControI Message ControI
Targeted Targeted
DetaiIed Information DetaiIed Information
CIosing SaIes CIosing SaIes
AdverLlslng AdverLlslng
Any pald form of Any pald form of nonpersonal nonpersonal presenLaLlon of presenLaLlon of
ldeas lmages goods or ldeas lmages goods or servlces by an ldenLlfled servlces by an ldenLlfled
sponsor sponsor
@e mosL vlslble elemenL of Le promoLlonal mlx @e mosL vlslble elemenL of Le promoLlonal mlx
%e New %e New arcetta arcetta
- - Actual cost of Actual cost of
advertisement is quite advertisement is quite
high. high.
- - Since many people receive Since many people receive
the message, the per the message, the per
contact cost is very low. contact cost is very low.
oods oods
Services Services
!mages !mages
!deas !deas
The Vet for Your Pet
At Techco, we're
friendly to our
customers and
the environment.
At Techco, we're
friendly to our
customers and
the environment.
ay No to Drugs
|amonds from
esmond's
Jewe|ers are a g|r|'s
best fr|end.
|amonds from
esmond's
Jewe|ers are a g|r|'s
best fr|end.
AdverLlslng AdverLlslng
Messages can be dellvered by Messages can be dellvered by
% % @elevlslon @elevlslon
% % 8adlo 8adlo
% % nespapers nespapers
% % Magazlnes Magazlnes
% % ulrecL mall ulrecL mall
% % CuLdoor CuLdoor
adverLlsemenLs adverLlsemenLs
% % ulrecLorles ulrecLorles
% % @e lnLerneL @e lnLerneL
1he first decisions in odvertisinq re/ote to
Le producL
lLs lmage
1he next decisions re/ote to
aL medla does Le @M aLc llsLen Lo read?
aL ls Le cosL comparlson and reLurn on
lnvesLmenL?
DVLk1IING cont
,essage c|ar|ty
|mpact
,arket|ng power
|acement
AdverLlslng Campalgn ueclslon rocess
Determine the campaign objectives.
Make creative decisions.
Make media decisions.
EvaIuate the campaign.
Common AdverLlslng Appeals
Profit Profit
HeaIth HeaIth
Love or Romance Love or Romance
Fear Fear
Admiration Admiration
Convenience Convenience
Fun and PIeasure Fun and PIeasure
Vanity and Egotism Vanity and Egotism
Save money, keep from Iosing money Save money, keep from Iosing money
Body-conscious, heaIthy Body-conscious, heaIthy
SeII cosmetics and perfumes SeII cosmetics and perfumes
SociaI embarrassment, growing oId, Iosing
heaIth, power
SociaI embarrassment, growing oId, Iosing
heaIth, power
CeIebrity endorsement effective CeIebrity endorsement effective
Fast-food and microwave products Fast-food and microwave products
Vacations, beer, amusement parks Vacations, beer, amusement parks
Expensive, conspicuous items Expensive, conspicuous items
LxecuLlonal SLyles for AdverLlslng
Mood or
Image
MusicaI
Demon-
stration
Scientific
ReaI/
Animated
Product
SymboIs
Fantasy
LifestyIe
Spokes-
person/
TestimoniaI
SIice-of-Life
Humorous
ommon
Lxecut|ona|
ty|es
ommon
Lxecut|ona|
ty|es
All markeLlng acLlvlLles
oLer Lan personal
selllng adverLlslng and
publlc relaLlons ls
called
Sales romoLlon
Sales romoLlon Sales romoLlon
romoLlonal acLlvlLles oLer Lan adverLlslng personal romoLlonal acLlvlLles oLer Lan adverLlslng personal
selllng and publlclLy lc sLlmulaLe purcases selllng and publlclLy lc sLlmulaLe purcases
Sales promoLlon acLlvlLles lnclude Sales promoLlon acLlvlLles lnclude
vlsual mercandlslng or dlsplays vlsual mercandlslng or dlsplays
Coupons Coupons
roducL demonsLraLlons roducL demonsLraLlons
lnsLanL rebaLes lnsLanL rebaLes
ree samples ree samples
aslon sos aslon sos
ConLesLs ConLesLs
novelLy lLems novelLy lLems
@rade sos @rade sos
LxlblLs LxlblLs
Sales promoLlon
SorL@erm lncenLlves Lo encourage Le purcase or sale of
producL or servlce
Coupons conLesLs premlum all of lc ave many unlque
quallLles
ALLracL cusLomer's aLLenLlon
AdverLlslng 8uy our roducL
Sales promoLlon 8uy l@ NCW
noL beneflclal ln bulldlng long Lrem relaLlonslps
ubllc 8elaLlons
Any acLlvlLy deslgned Lo
creaLe a favorable
lmage Loard a
buslness lLs producLs or
lLs pollcles
ubllc 8elaLlons
very bellevable nes sLorles feaLures sponsorslps and
evenLs seem more real and bellevable Lo readers Lan ads do
8eac many prospecLs
keach buyers as news rather than a sa|es d|rected
commun|cat|on
@e @ools of ubllc 8elaLlons
Major
TooIs
Used By
PR
ProfessionaIs
Major
TooIs
Used By
PR
ProfessionaIs
New Product PubIicity
Product PIacement
Customer Satisfaction
Phone Lines
Consumer Education
Event Sponsorship
Issue Sponsorship
Web Sites
A speclflc klnd of publlc
relaLlons LaL lnvolves
placlng poslLlve and
nesorLy lnformaLlon
abouL a buslness lLs
producLs or lLs pollcles ln
Le medla ls called
ubllclLy
ubllclLy
AdvanLage
lL ls free!
ulsadvanLage
lLs conLenLs
cannoL be
conLrolled by Le
buslness
rlnclpal funcLlon of publlclLy
8ulldlng an lmage
Jays Le lnLerneL Can 8e used as a Jays Le lnLerneL Can 8e used as a
Source of ubllclLy Source of ubllclLy
A company eb slLe can be used Lo obLaln and dlsplay poslLlve A company eb slLe can be used Lo obLaln and dlsplay poslLlve
feedback feedback
@ae8o as really canged my llfe l've losL elgL Lonedup
and feel beLLer Lan ever"
Susle Jells CA
Jays Le lnLerneL Can 8e used as a Jays Le lnLerneL Can 8e used as a
Source of ubllclLy Source of ubllclLy
A buslness's goods servlces or eb slLe mlgL be menLloned ln an lnLerneL nesgroup A buslness's goods servlces or eb slLe mlgL be menLloned ln an lnLerneL nesgroup
0r||reNeWs.cor 0r||reNeWs.cor
ar shopp|ng on the web
8uylng a car on Le eb [usL goL
easler! AuLobyLelcom lll elp you
geL Le flnanclng plck ouL Le model
color and exLras @en Ley provlde a
quoLe from a local dealer All aL Le
Louc of a keypad
Jays Le lnLerneL Can 8e used as a Jays Le lnLerneL Can 8e used as a
Source of ubllclLy Source of ubllclLy
A company mlgL agree Lo provlde a llnk Lo anoLer buslness's eb slLe ln excange for A company mlgL agree Lo provlde a llnk Lo anoLer buslness's eb slLe ln excange for
Le same conslderaLlon Le same conslderaLlon
NK T0 ACVE.C0V NK T0 ACVE.C0V NK T0 ACVE.C0V NK T0 ACVE.C0V
ulrecL MarkeLlng
Less Public
Many forms of direct Marketing :- Direct Mail and
catalogs, telephone marketing, online marketing etc
Normally directed to a specific person
mmediate and customized
nteractive
Well suited to highly targeted marketing efforts and to
building one to one customer relationships .
lmporLance lmporLance
of Le of Le
romoLlonal romoLlonal
Mlx Mlx
lays a key role ln lays a key role ln
obLalnlng and keeplng obLalnlng and keeplng
cusLomers cusLomers
Lnables buslnesses Lo Lnables buslnesses Lo
communlcaLe effecLlvely communlcaLe effecLlvely
lL cusLomers lL cusLomers
lnforms consumers abouL lnforms consumers abouL
goods/servlces and goods/servlces and
persuades Lem Lo buy persuades Lem Lo buy
MarkeLers @ry @o CreaLe Le MarkeLers @ry @o CreaLe Le
ldeal 8lend of romoLlonal ldeal 8lend of romoLlonal
AcLlvlLles for @elr 8uslnesses AcLlvlLles for @elr 8uslnesses
MusL declde lc meLods lll MusL declde lc meLods lll
besL reac poLenLlal cusLomers and communlcaLe besL reac poLenLlal cusLomers and communlcaLe
deslred message deslred message
dvertising dvertising
Personal Personal
selling selling
Publicity Publicity
Sales promotion Sales promotion
Pard Lo deLermlne effecLlveness of Le dlfferenL Pard Lo deLermlne effecLlveness of Le dlfferenL
promoLlonal meLods promoLlonal meLods
no maglc formula LaL markeLers no maglc formula LaL markeLers
use Lo elp deslgn promoLlonal use Lo elp deslgn promoLlonal
mlx mlx
acLors AffecLlng Le SelecLlon of a acLors AffecLlng Le SelecLlon of a
romoLlonal Mlx romoLlonal Mlx
roducL's roducL's
LargeL markeL LargeL markeL
Cood servlce lmage Cood servlce lmage
or ldea or ldea
ulsLrlbuLlon ulsLrlbuLlon
cannels cannels
roducL's roducL's
company company
MusL be carefully analyzed MusL be carefully analyzed
before markeLers declde en before markeLers declde en
and ere Lo lnvesL promoLlonal and ere Lo lnvesL promoLlonal
funds funds
acLors LaL AffecL Le romoLlon Mlx
Push-and-PuII Strategies
Nature of the Product
Stage in the Product
Life CycIe
Target Market Characteristics
Type of Buying Decision
AvaiIabIe Funds
$ $ $
Cood Servlce lmage or ldea Cood Servlce lmage or ldea
Convenlence goods Convenlence goods Sopplng goods Sopplng goods
SpeclalLy goods SpeclalLy goods
@ype of producL
Cood Servlce lmage or ldea Cood Servlce lmage or ldea
roducL naLure roducL naLure
roducLs lc are lg roducLs lc are lg Lec Lec
requlre demonsLraLlon are requlre demonsLraLlon are
expenslve or requlre expenslve or requlre
lnsLallaLlon sould be lnsLallaLlon sould be
promoLed Lroug personal promoLed Lroug personal
selllng selllng
@ls compuLer ls
perfecL for you lL
as all Le sofLare
prelnsLalled and a
lefLanded mouse!
lnexpenslve and self lnexpenslve and self servlce servlce
producLs can rely on producLs can rely on
adverLlslng and sales adverLlslng and sales
promoLlon promoLlon
0FF or a||
sra|| app||arces
%%&
%%E
lnLroducLory lnLroducLory
CroL CroL
MaLurlLy MaLurlLy
uecllnlng uecllnlng
Cood Servlce lmage or ldea Cood Servlce lmage or ldea
SLage of llfe cycle SLage of llfe cycle
en you are wen you are 4n 4n--the the--g4 g4
|t's reakfast-%o-Co
Lac pockeL provldes
you a dellclous
breakfasL ln [usL
Lo mlnuLes!
New and New and
Improved! Improved!
roducL's @argeL MarkeL roducL's @argeL MarkeL
vs
Consumer Consumer
Market Market ndustri ndustri
Marke Marke
@ype of Consumer @ype of Consumer
AdverLlslng AdverLlslng
Sales romoLlon Sales romoLlon
ubllclLy ubllclLy
ersonal Selllng ersonal Selllng
number of Consumers number of Consumers
Few Few
Consumers Consumers
Many Many
Consumer Consumer
Ceograplcal LocaLlon Ceograplcal LocaLlon
Close Close
Together Together
8pread 8pread
Over a Over a
Wide Are Wide Are
ulsLrlbuLlon Cannel ulsLrlbuLlon Cannel
@e promoLlonal
mlx selecLlon ls
affecLed by Le
paL LaL a
producL Lakes
NTERVE0ARY .
%equires personal selling %equires personal selling
%equires personal %equires personal
selling and advertising selling and advertising
Businesses often reIy on previous
use of promotionaI methods.
roducL's Company
1960 2000 1980
n|stor|ca| erspect|ve
1970 1990
Think smaII.
Less fIower. More power.
roducL's Company roducL's Company Avallable unds Avallable unds
Jal Jal MarL sLarLed as one small sLore ln MarL sLarLed as one small sLore ln
Arkansas ln Jal Arkansas ln Jal MarL's early years local MarL's early years local
nespaper adverLlslng and personal selllng nespaper adverLlslng and personal selllng
ere all LaL Le small company could afford ere all LaL Le small company could afford
@oday Le Jal @oday Le Jal MarL corporaLlon as MarL corporaLlon as
lncreased lLs promoLlonal mlx Lo lnclude lncreased lLs promoLlonal mlx Lo lnclude
Lelevlslon radlo nespapers speclal sales Lelevlslon radlo nespapers speclal sales
bulleLlns and a Jal bulleLlns and a Jal MarL eb slLe ln order Lo MarL eb slLe ln order Lo
promoLe lLs naLlonal neLork promoLe lLs naLlonal neLork
Lxample Lxample
roducL's Company roducL's Company
%ony's P|zza
|ds eat
free!
nge's P|zza
Iree k|ds'
mea|s!
CompeLlng buslnesses use slmllar promoLlonal CompeLlng buslnesses use slmllar promoLlonal
mlxes and Lend Lo follo Le leader mlxes and Lend Lo follo Le leader
CompeLlLlon CompeLlLlon
us ollcy
romoLlon pollcy used
only lL Le nexL
parLner ln Le
dlsLrlbuLlon cannel
ManufacLurers uSP
a producL Lo Le
reLallers for sale
ull ollcy
romoLlon pollcy
deslgned Lo creaLe
consumer lnLeresL
Jen a producL
ls consumer
drlven or
uSPLu lnLo a
sLore
romoLlonal SLraLegles
us SLraLegy us SLraLegy
ull SLraLegy ull SLraLegy
romoLlon romoLlon
ulsLrlbuLlon ulsLrlbuLlon
8eLall SLore 8eLall SLore
CusLomer CusLomer
romoLlon romoLlon
Push vs. Pull
Promotion &trategy
MarkeLlng ueparLmenL
Lstab||shes a promot|on budget
||ocates resources
oord|nates the campa|gn
Determ|nes the r|ght promot|ona| m|x
for the company
SeLLlng Le @oLal romoLlonal
8udgeL
AffordablllLy MeLod
8udgeL ls seL aL a level LaL a
company can afford
ercenLageofSales MeLod
asL or forecasLed sales may
be used
CompeLlLlvearlLy MeLod
8udgeL maLces compeLlLors'
ouLlays
SeLLlng Le romoLlonal 8udgeL and
Mlx
SeLLlng Le @oLal romoLlonal 8udgeL
Cb[ecLlveand@ask MeLod
Speclflc ob[ecLlves are deflned
@asks requlred Lo acleve ob[ecLlves
are deLermlned
CosLs of performlng Lasks are
esLlmaLed Len summed Lo creaLe Le
promoLlonal budgeL
SeLLlng Le romoLlonal 8udgeL and
Mlx
SeLLlng Le Cverall romoLlon Mlx
ueLermlned by Le ootote of eocb ptomotloool tool
and Le selecLed ptomotloo mlx sttoteqy
SeLLlng Le romoLlonal 8udgeL and
Mlx
kev|on kev|on
emphas|zes emphas|zes
advert|s|ng wh||e advert|s|ng wh||e
von emphas|zes von emphas|zes
persona| se|||ng persona| se|||ng
SeLLlng Le romoLlonal
8udgeL and Mlx
dvert|s|ng dvert|s|ng
ersona| e|||ng ersona| e|||ng
a|es romot|on a|es romot|on
ub||c ke|at|ons ub||c ke|at|ons
D|rect ,arket|ng D|rect ,arket|ng
Nature of Lach Nature of Lach
romot|ona| 1oo| romot|ona| 1oo|
romoLlon Mlx SLraLegles
9osb sttoteqy Lrade promoLlons and personal
selllng efforLs pus Le producL Lroug Le
dlsLrlbuLlon cannels
9oll sttoteqy producers use adverLlslng and
consumer sales promoLlons Lo generaLe
sLrong consumer demand for producLs
SeLLlng Le romoLlonal 8udgeL and
Mlx
@e need for lnLegraLed MarkeLlng
CommunlcaLlons
ConfllcLlng messages from dlfferenL sources
or promoLlonal approaces can confuse
company or brand lmages
@e problem ls parLlcularly prevalenL
en funcLlonal speclallsLs andle
lndlvldual forms of markeLlng
communlcaLlons lndependenLly
lnLegraLed MarkeLlng
CommunlcaLlons
14 74
ntegrated Narketing
Communications
lnLegraLed MarkeLlng CommunlcaLlons
@e concepL under lc a company carefully
lnLegraLes and coordlnaLes lLs many communlcaLlons
cannels Lo dellver a clear conslsLenL and
compelllng message abouL Le organlzaLlon and lLs
producLs
lMC lmplemenLaLlon ofLen requlres Le lrlng of a
MarCom manager
lnLegraLed MarkeLlng
CommunlcaLlons
8eneflLs of lMC
Carefully linked messages also help buyers by giving
timely reminders, updated information and special offers
which, when presented in a planned sequence, help
them move comfortably through the stages of their
buying process... and this reduces their 'misery of
choice' in a complex and busy world.
MC also makes messages more consistent and
therefore more credible. This reduces risk in the mind of
the buyer which, in turn, shortens the search process
and helps to dictate the outcome of brand comparisons
ConLd
Consistent images and relevant, useful, messages help
nurture long term relationships with customers.
Customer databases can identify precisely which customers
need what information when... and throughout their whole
buying life.
Finally, MC saves money as it eliminates duplication in areas
such as graphics and photography since they can be shared
and used in say, advertising, exhibitions and sales literature.
gency fees are reduced by using a single agency for all
communications
Even if there are several agencies, time is saved when
meetings bring all the agencies together - for briefings,
creative sessions, tactical or strategic planning. This reduces
workload and subsequent stress levels - one of the many
benefits of MC.
ConLd
AlLoug lnLegraLed MarkeLlng CommunlcaLlons requlres a loL
of efforL lL dellvers many beneflLs lL can creaLe compeLlLlve
advanLage boosL sales and proflLs lle savlng money Llme
and sLress
8eferences /Source
otler, Armstrong, Agnihotri,Ehsanl ul Haque;
Principles of Marketing ;13
th
Edition
8cribd.com-
EB1011 Chapter 16.ppt{Tata Mcraw
Hill/rwin Chapter 16 : Promoting products
using interactive and integrated marketing
communications _
8ch17sec/PromotionalMix.ppt
promosellingpricing.ppt
Promotional mix.ppt
www.multimediamarketing.com