The Growth of Advertising and Promotion


) Digital / Internet Marketing



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3) Digital / Internet Marketing
Interactive media users can participate and modify the content of information in real time Social media online means of communication Mobile marketing messages delivered to specific consumers
+)

Interactive nature
Able to measure the effects of advertisement
4) Sales Promotion: Marketing that provides extra value to
sales force
,
distributors
,
consumers
sales force
– trade-oriented (Target can be extended)
distributors
trade-oriented;
e.g) American Airline selling more seats (push)
consumers
– consumer-oriented (only one target)
e.g) Burger King’s price-oriented promotion (pull) Aids in stimulating immediate sales (Top priority for using sales promotion. Short-term sale avail)

Integrated Marketing Communication Chapter 1


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