CIM Revision Cards 05/06: Marketing Communications by marketing Knowledge

By marketing Knowledge

Designed in particular with revision in brain, the CIM Revision playing cards supply concise, but primary info to aid scholars in passing the CIM checks as simply as attainable. a transparent, rigorously established format aids the training approach and guarantees the major issues are lined in a succinct and obtainable demeanour. The compact, spiral sure layout allows the playing cards to be carried round simply, the content material as a result continuously being to be had, making them necessary assets regardless of the place you're. beneficial properties equivalent to diagrams and bulleted lists are used all through to make sure the foremost issues are displayed as essentially and concisely as attainable. each one part starts off with an inventory of studying results and ends with tricks and suggestions, thereby making sure the content material is damaged down into conceivable ideas and will be simply addressed and memorised * Written particularly for revision reasons hence in basic terms that includes the most important recommendations that have to be discovered * rigorously designed to permit issues to be simply extracted and memorised with no clouding them in more info * Accompanies the CIM Coursebook and MarketingOnline site to supply a whole suite of goods to help the CIM skills

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Sample text

To inform, persuade or remind . . ~ Personal selling is the most expensive element of the marketing communications mix: n To reduce the number of clients under certain order levels n To reduce the cost of sales n To increase the number of distribution outlets n It is resource intensive n It is time ineffective n It incurs high contact costs MARKETING COMMUNICATIONS 27 MARKETING COMMUNICATION MIXES 28 The Personal Selling Process Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth–Heinemann, 2004) Marketing communications through the product life cycle At the launch of a campaign the primary advertising objective may be to create awareness among target markets, while activity directed at the trade might focus on achieving distribution.

Personal selling is the most expensive element of the marketing communications mix: n To reduce the number of clients under certain order levels n To reduce the cost of sales n To increase the number of distribution outlets n It is resource intensive n It is time ineffective n It incurs high contact costs MARKETING COMMUNICATIONS 27 MARKETING COMMUNICATION MIXES 28 The Personal Selling Process Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth–Heinemann, 2004) Marketing communications through the product life cycle At the launch of a campaign the primary advertising objective may be to create awareness among target markets, while activity directed at the trade might focus on achieving distribution.

Direct and interactive tools might be used to build loyalty As maturity approaches, marketing communications may concentrate on differentiation. As maturity continues it may become necessary to reposition the message MARKETING COMMUNICATIONS 29 MARKETING COMMUNICATION MIXES 30 Hints and Tips Key topics: One of the critical success factors of implementing promotional plans will be the degree of synergy and coordination of the various promotional activities. Promotional plans must be designed to fit in with more general marketing objectives and strategy n Understanding the characteristics of each of the marketing communications tools n Appreciating how marketing communications tools can be used to interact with each other n Adapting marketing communications through the product life cycle Ensure that you can evaluate the use of different media in different contexts.

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