Promotion

1. Integrated Marketing Communications (IMC)

Definition:

• A strategic approach to unifying brand messaging across all communication channels for consistency.

Key Benefits:

• Builds strong brand recognition and trust
• Expands audience reach across multiple platforms
• Increases revenue through coordinated efforts

Example:

• Nike’s “Just Do It” campaign maintains consistent messaging across TV commercials, print ads, social media, and sponsorships.

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2. Promotion Mix Elements

Element	Description	Examples
Advertising	Paid, non-personal promotion	Nike YouTube ads, Coca-Cola billboards
Sales Promotion	Short-term purchase incentives	KFC free wings, holiday discounts
Public Relations	Managing brand image through unpaid media	Charity sponsorships, press releases
Personal Selling	Direct customer interactions	Apple Store specialists, car salespeople
Direct Marketing	Targeted one-to-one communication	Email campaigns, loyalty programs
Digital Marketing	Online promotional activities	Social media ads, SEO, influencer marketing

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3. Publicity vs. Public Relations

Publicity:

• Short-term strategy
• Can be positive or negative
• Not always under company control
• Example: Tesla’s Cybertruck viral reveal

Public Relations:

• Long-term strategy
• Always positive messaging
• Fully controlled by company
• Example: Google’s ongoing brand awareness campaigns

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4. Multi-Level Marketing (MLM)

Key Characteristics:

• Revenue generated through independent sellers
• Compensation based on personal sales and team performance
• Common examples: Amway, Herbalife, Tupperware

Controversies:

• Potential pyramid scheme concerns
• Heavy focus on recruitment over product sales
• Regulatory scrutiny in many countries

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5. Emerging Marketing Techniques

Buzz Marketing:

• Creates viral word-of-mouth
• Example: Red Bull Stratos space jump

Stealth Marketing:

• Subtle product placements
• Example: Characters using specific brands in movies/TV

Guerrilla Marketing:

• Unconventional, low-cost tactics
• Example: Popeyes’ Twitter “Chicken Sandwich War”

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6. Advertising Fundamentals

Primary Objectives:

1. Informative: Educate about new products
2. Persuasive: Influence purchase decisions
3. Reminder: Maintain brand awareness
4. Differentiation: Highlight unique benefits

Advertising Types:

By Medium:

• Traditional: TV, radio, print
• Digital: Social media, search ads
• Outdoor: Billboards, transit ads

By Audience:

• B2C: Consumer-focused campaigns
• B2B: Business-oriented messaging

By Goal:

• Brand Building: Long-term image
• Direct Response: Immediate conversions

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7. Effective Advertising Strategies

1. Target Audience Research: Understand customer demographics and psychographics
2. Creative Development: Design compelling messages and visuals
3. Media Planning: Select optimal channels for maximum reach
4. Performance Tracking: Measure ROI through analytics
5. Adaptation: Adjust campaigns based on market response

Measurement Metrics:

• Impressions
• Click-through rates
• Conversion rates
• Brand lift studies
• Return on Ad Spend (ROAS)