The document discusses various marketing communication tools including advertising, sales promotion, events and experiences, and public relations. It defines advertising and the five M's (mission, money, message, media, measurement). It also discusses factors to consider in setting an advertising budget, developing advertising campaigns, and evaluating advertising effectiveness. The document also covers sales promotion tactics, using sponsored events, and the major functions and tools of marketing public relations.
2. Advertising Any paid form of non - personal presentation and promotion of ideas, goods, or services by an identified sponsor.
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17. Sales Promotion Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
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19. Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results
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22. Using Sponsored Events Establish objectives Choose event opportunities Design program Implement and control Measure effectiveness
23. Ideal Events Audience closely matches target market Event generates media attention Event is unique with few sponsors Event lends itself to ancillary activities Event enhances brand image of sponsor
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27. Steps in Marketing PR Establish objectives Choose messages Choose vehicles Implement and control Measure effectiveness
