IMC 104 Final (Ole Miss B Steele)
Advantages of Sales Promotion - - Immediate sales boost
- Track-ability
- Visibility
SWOT Analysis - S- Strengths
W- Weaknesses
O- Opportunities
T- Threats
Internet Marketing Advantages - - Low Cost
- Reachability (24/7)
- Simple to integrate
Positioning - Image that you're company occupies in the consumers mind
Product Feature - Physical Characteristic of a product or service; Size, Color, Taste, delivery
Product Benefit - What is in it for the buyer? : Fun, Peace of Mind, Asusurance
Product Advantage - Set of unique features of a company and its products that are perceived by
the target market as significant and superior to the competition: cost, product/service differentiation,
Creative Brief - Spells out plan for specific promotional campaign; 4 pages max
Public Relations - the state of the relationship between the public and a company or other
organization
, Public Relations Adv. - Low Cost, Credibility builds good relationship w/ media, (News rooms are
short staffed; PR can help fill void)
Public Relations Disadvantages - Cant control it, Hard to measure, Stories can be unfavorable
When is Public Relations used? - - New Product Launch
- Product Repositions
- Generate "Buzz"
- Build / Maintain Image
- Sometimes its reactive
Forms of Public Relations - - News Release
- Video News Release
- News Conference
- Celebrity Interview
- Sponsored event
- Brochure
- Specialty vehicles (Red Bull Truck)
- Newsletter
Advertising Adv. - - Can reach mass audience
- Can be controlled
Advertising Disadvantage - - Cost
- Gets Lost in clutter
- Difficult to receive direct feedback
- Sometimes not credible
Types of Advertising - - Print (Newspaper, Magazine, Insert)
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