Six marketing communication tools—advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship—are reviewed in this text for South African learners and practitioners. This fully updated edition focuses on recent developments in marketing communications, highlighting the use of the World Wide Web, e-mail, and instant messaging in marketing. The user friendly and interactive presentation for self-assessment makes this an outcome-based learning tool.
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EVALUATING THE MARKETING COMMUNICATIONS EFFORTS
achieve activities adver advertising agency ambush marketing appeal approach awareness basic behaviour benefits brand brand equity broadcast budget buyer buying campaign cent client commercial competent competitive competitors concept consumers corporate cost coupons create creative customers database decision direct mail direct marketing direct response Discussing effective elements Email employees ensure evaluation event example factors Figure focus headline important increase integrated marketing communications internal Internet involved keting marketer's marketing communication mix marketing mix marketing plan measure media plan medium method mobile phone needs offer organisation personal selling problem product or service programme prospect psychographic public relations purchase radio relationship relevant retailers role sales force sales promotion salespeople salesperson selection South Africa specific sponsor sponsorship stage sumers target audience target market techniques telemarketing television tion tive trade users