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IMC Lecture 5

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...the 3P's of promotional strategy and internal marketing.

...the 3P's of promotional strategy and internal marketing.

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Transcript

  • 1. 5
  • 2. 1 context analysis 2 promotional objectives 3 promotional strategy 4 coordinated communications mix 5 6 implementation Control and evaluation
  • 3. 1• Pull… to influence consumers 2• Push… to influence the channel members or provide information 3• Profile… to influence a range of stakeholders
  • 4. Wholesaler or distributor
  • 5. Wholesaler or distributor
  • 6. Local communities
  • 7. Strategic balance…
  • 8. Internal marketing communications…
  • 9. It is simply internal communications to an important or central audience
  • 10. What business (market) they are in…
  • 11. When identity is important
  • 12. Employees need to deliver both functional and emotional dimensions
  • 13. Impact on employees...