The Growth of Advertising and Promotion


The Promotional Mix The Tools for IMC



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The Promotional Mix The Tools for IMC
Promotional Mix: Tools that accomplish an organization’s communication objectives
Promotion: coordination of all seller-initiated efforts
Elements of the Promotional Mix
1) Advertising: Paid form of
nonpersonal communication.


Nonpersonal
: there is a person, but only available in mass media. Not in areal person
Immediate feedback unavailable
+)
Most cost-effective way Builds brand equity by influencing consumers perceptions.
National Advertising: done on a nationwide basis
Retail/local Advertising: encourage customers to shop at a specific store, use local service
Primary-demand advertising stimulates demand for the general class / entire industry
Selective-demand advertising creates demand fora specific company’s brands
2) Direct Marketing: Communicating directly with target customers to generate a response


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