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Module 14 Integrated Promotion Decisions Presentation

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Marketing

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American University in Cairo

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Module 14 Integrated Promotion Decisions By: Dr Shahinaz Abdellatif Objectives of the Session 1.To understand the promotion mix and factors influencing choice 2. To discuss the decision sequence for developing the promotion mix Factors Influencing Choice Of Promotional Mix • A promotional or an integrated marketing communication (IMC) planning process as one of ‘building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications programme that enables them to make constructive contact with the company brand through a variety of media. • The principal tools from which a marketer can choose in developing an IMC plan, comprising the promotion mix, are advertising, personal selling, sales promotion, and public relations, though there are other promotional tools, such as sponsorships, etc…. Promotional Activities Factors Influencing Choice Of Promotional Mix • • • • • • • Promotion objectives Resource availability & cost of promotional tools Market size & concentration Customer information needs Product characteristics Push v’s pull strategies Segmentation & positioning strategies Decision Sequence for Developing the Promotion mix Define the audience(s) to be targeted (1) Set the promotional objectives (2) Set the promotion budget (3) Design the promotion mix (4) Evaluate the results (5) Step 1: Define the Audience(s) to Be T ...
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