stage 8

a.      Concepts

5 P’s: Promotion

             “Promotion” is comprised of 6 parts:

•       Traditional advertising

•       Sales promotion

•       Personal selling

•       Public relations

•       Social media

E-commerce

                        i. Promotional Goals

                        ii. Promotional Mix/Integrated Marketing Campaigns

            Promotional mix: the combination of traditional advertising, personal selling, sales promotion, public relations, social media, and e-commerce used to promote a product

            An integrated marketing campaign combines multiple channels such as content, email, display advertising, and social media to promote a consistent message to a specific audience. The main goal of most integrated campaigns is to convert viewers into customers.

            Traditional advertising: Any paid form of nonpersonal promotion delivered through traditional media channels by an identified sponsor.

            Personal selling: A face-to-face presentation to a prospective buyer.

            Sales promotion: Marketing activities that stimulate consumer buying, including coupons and samples, displays, shows and exhibitions, demonstrations, and other selling efforts.

            Public relations: The linking of organizational goals with key public interest aspects and the development of programs designed to earn public understanding and acceptance. (e.g., lobbying, publicity, special events, internal publications, etc.)

            Social media: The use of social media platforms such as Facebook, Twitter, Pinterest, Instagram, and blogs to generate “buzz” about a product or company. (e.g., paying celebrities to wear a specific line of clothing and posting these images on Twitter or Instagram)

            E-commerce: The use of a company’s website to generate sales through online ordering, information, interactive components such as games, and other website elements.

                        iii. Emotional Brain vs. Rational Brain

            b. Videos and Other Readings

                        i. “Is there a buy button inside the brain?” Patrick Renvoise

•       Critical Path Method (CPM):

•       The manager identifies all the activities required to complete a project, the relationships between these activities, and the order in which they need to be completed.

•       Manager develops a “Network Diagram” to show how the tasks depend on each other.

•       Analysis is conducted to identify the “critical path”

•       Critical path represents the path of activities that, if not on time, the entire project will fall behind

•       This method helps determine a project's anticipated “end date.”