Marketing Communications Part 1

Communication process

Communications model

Key elements of communications

The promotional mix

Elements/ techniques of promotional mix

Buyer stage promotional mix

Push vs Pull communication

Types of advertising

Buyer readiness / response

PR- Publics

PR objectives / techniques

Media selection

Ad and disad of PR vs Advertising

Personal Selling

Personal selling ad/ disad

Sales representative tasks

Sales promotion example

Sales promotion definition

Manufacturers trade promotions to channel members

Retailer sales promotions….to consumers

Manufacturer sales promotions…to consumers

Consumer promotions

Direct marketing

Key elements of Direct Marketing

Forms of direct marketing

Media types

Direct marketing strengths / drawbacks

Use in the promotional mix