Category: Marketing Management Strategic Planning

12.2 Social Media Learning Objectives Understand the different social media zones. Understand how social media can generate publicity. Explain how social media keeps changing. Social media uses technology and mobility to provide an interactive means of communication among people, organizations, and communities who are interconnected and interdependent. Many channels and vehicles are available for...

Chapter 12: Public Relations, Social Media, and Sponsorships 12.1 Public Relations Activities and Tools 12.2 Social Media 12.3 Discussion Questions and Activities 12.1 Public Relations Activities and Tools Learning Objectives Understand the concept of public relations and why organizations allocate part of their promotional budgets to it. Understand what the different types of public...

11.7 Sales Promotions Learning Objectives Learn about different types of sales promotions companies use to get customers to buy their products. Understand the different types of sales promotions companies use with their business customers. Understand why sales promotions have become such an integral part of an organization’s promotion mix. Differentiate between push and pull...

11.6 The Promotion Budget Learning Objectives Understand different ways in which promotion budgets can be set. Understand how the budget can be allocated among different media. An offering’s budget is a critical factor when it comes to deciding which message strategies to pursue. Several methods can be used to determine the promotion budget. The...

11.5 Message Strategies Learning Objectives Understand what a unique selling proposition is and how it is used. Understand different types of promotion objectives. Identify different message strategies. Utilizing a Product’s Unique Selling Proposition (USP) When organizations want to communicate value, they must determine what message strategies work best for them. Smart organizations determine a...

11.4 Advertising and Direct Marketing Learning Objectives Understand the difference between media and vehicles. Explain the similarities and differences between advertising and direct marketing. Understand the benefits of direct marketing and what types of direct marketing organizations often utilize. Advertising Advertising is paid promotion with an identified sponsor that reaches many people at one...

11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems A marketing manager from one company might decide to focus on social media, whereas a marketing manager from another company might decide to focus her company’s efforts on television commercials. Why do companies select different types of media for what may be perceived...

11.2 The Promotion (Communication) Mix Learning Objectives Understand the different components of the promotion (communication) mix and why organizations may consider all components when designing the IMC program. Understand the difference between types of communication that target many people at one time versus types of communication that target individuals. Although the money organizations spend...

Chapter 11: Integrated Marketing Communications and the Changing Media Landscape 11.1 Integrated Marketing Communications (IMC) 11.2 The Promotion (Communication) Mix 11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems 11.4 Advertising and Direct Marketing 11.5 Message Strategies 11.6 The Promotion Budget 11.7 Sales Promotions 11.8 Discussion Questions and Activities   11.1 Integrated...

10.2 Steps in the Marketing Research Process Learning Objective Describe the basic steps in the marketing research process and the purpose of each step. The basic steps used to conduct marketing research are shown in Figure 10.6 “Steps in the Marketing Research Process”. Next, we discuss each step. Figure 10.6 Steps in the Marketing Research Process...