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:
- identify the target audience ( general pablic, a special interest group, an individual)
- choose the desired response
- 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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