Promotion involves disseminating information about a product or a company using promotion mix :

  • advertising
  • sales promotion
  • public relations
  • personal selling
  • direct marketing
  • online marketing

 

Communication process: a communicator, an audience, a channel and a massage

 

Developing an integrated marketing communications strategy:

  1. identify the target audience ( general pablic, a special interest group, an individual)
  2. choose the desired response
  3. Design the message ( it mast grab the audience’s attention, hold their interest long enough to listen to the offering, then stimulate a desire to take action )

 

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