~ The Promotional Mix
~ Advertising
~ Direct Marketing
~ PR & Sponsorship
~ Point Of Sale Promotion
~ Above The Line/Below The Line
~ Marketing Ethics
~ Internet v Conventional Promotion
An exploration of a key element of the Marketing Mix: Promotion.
PART 1 (15 mins): Introduction To promotion/advertising. Why do businesses promote their goods? To sell more, of course ¨C but it's not as simple as that. There are different reasons requiring different solutions: a different "promotional mix". In this part we look mostly at advertising, in all its forms including TV, radio, billboards, cinema and press ¨C and also the internet, which now threatens the existence of some of the old media. What does the internet offer compared to older media?
PART 2 (15 mins): Other parts of the promotional mix. In this part we look at the other elements in the promotional mix (apart from advertising, covered in Part 1): including direct marketing (mail, email & social media), public relations, sponsorship and point of sale. Above the line and below the line: what do these terms mean? Do they apply these days? Marketing Ethics: large companies are very hot on "responsible marketing", but how much is real, how much PR whitewash?
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