Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. For courses in Advertising. Integrated advertising and marketing communications taught through real-life application Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches you how to effectively communicate in the business world.
It champions the importance of integrating all marketing communications and helps you understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help you retain ideas,. Comprehensive treatment of the fundamentals focuses on advertising and promotion, including planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling.
Comprehensive treatment of the fundamentals focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition, such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their. For undergraduate Advertising and Integrated Marketing Communication courses.
To help students. Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications.
Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames,. For advertising courses. Integrated advertising and marketing communications taught through real-life application Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world.
It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted. To help students retain ideas, each. It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix.
The authors understand that marketers must look beyond traditional media in order to achieve success. This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy.
Push Strategy through distribution channels. Pull Strategy through promotional channels. Risks facing the company's promotion strategies: 1. Nature of product and market of this product. Promotional activities for competitors The promotional activities of competitors should be reviewed and evaluated rather than a simple decision to follow the lead competition or follow a special policy. The life cycle of the commodity, the declaration is very necessary and also very expensive if the product is in the stage of origin or growth in order to maximize market share of the product in a growing market.
The nature of the purchase process affects the relative importance of intermediaries and how the consumer purchases the commodity, and the determination of when and where to purchase depends on a large degree of the model under which the purchase is made. The company has trained a group of employees on personal selling skills and the ability to provide information about the company's products.
The company's personal sales team has. This component was measured by:. Individual and collective sales offers: types of prizes, competitions and their value, free gifts and subscriptions, offers of economic packages and the like, free samples and advertising materials.
All of these activities drive the consumer to buy more, or encourage sales men or brokers to make more sales. Social Responsibility: In , the company spent AED 50 million on social responsibility initiatives and focused on health and wellness, food safety and security, staff, resettlement and the environment , developing the skills of the workforce of young Emirati in Abu Dhabi,. We note that Factors that influence the choice of promotional mix: 1. The size of the promotion budget.
The stage in which the product is in its life cycle. Nature of competition. Type of consumer. Nature of products. Promotions used by the company in promotional campaigns: The quality of the promotional campaign chosen by the company what the advertising industry calls the promotional means is the method used to encapsulate the incentives, and includes the types of promotional means in the company:. Marketing strategy is the careful allocation of marketing mix resources in organizations according to market needs.
The preparation of marketing programs should achieve the status of the organization and respond to the requirements and satisfaction of customers in the market. Product: The company focuses on the subject of the product. The company works on several products and brands, and all the products of the company are of high quality.
The company provides a variety of food and high quality beverages to consumers in the United Arab Emirates and the rest of the Gulf countries, Others in the Middle East. Price: The company focuses on the pricing process because it has a great impact on the strategic objectives of the company. The company relies on making the right decisions that deal with profitable, reasonable and reasonable prices for the consumer.
The company focuses on the price because of the high and high competitiveness of the products offered by the company. The price is also an indicator of quality from the customer's point of view. In many cases the price affects the customer's mind as the customer feels that the high price means better quality. Promotion: Promotion is one of the essential elements of the company's marketing mix. Through the promotion, the company influences the customer, persuades and persuades the company's products and encourages it to consume repeatedly.
This encourages the maintenance of long-. Place : The company seeks to focus on the places where the products are sold and the selection of the appropriate channels through which the product is distributed and delivered to the end consumer, especially in the Gulf countries.
The social networking feature of the Internet is that it puts you in front of an audience that discusses topics related to the company's products. They include Internet sites, online discussion forums, magazines, newspapers, radio, TV shows, and all other media that the target customer pursues to get the latest news and information about the company's products. Perreault, Jr , , " Basic Marketing", 5th edition: Irwin , Open navigation menu.
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