GOLDEN ROLE OF PROMOTION COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION!

GOLDEN IMC Integrated Marketing Communication –Coordinate promotion and other marketing efforts. –Maximize informational and persuasive impact through synergy. –Create seamless message.

GOLDEN NONVERBAL COMMUNICATION (NVC) Haptics/Tactile: Use of touch. Proxemics: Use of space. Kinesics: Use of body.

GOLDEN PROMOTION OBJECTIVES Create Awareness Stimulate Demand –Primary and selective demand Encourage Trial Identify Prospects Retain Loyal Customers Facilitate Reseller Support Combat Competition Reduce Sales Fluctuations

GOLDEN PROMOTION MIX Advertising: Paid non-personal communication. Cost efficient but has slow, inaccurate feedback. Personal Selling: Paid personal communication. Very expensive per contact but has fast and accurate feedback. Public Relations: Communication with various internal and external publics. Image management. Sales Promotion: Inducement or incentive that adds value. Irregular use and mostly a short term strategy.

GOLDEN PUSH/PULL STRATEGIES PUSH: Pushing promotions to the next institution in the marketing channel. PULL: Promote directly to consumer, which creates demand and pulls products through the marketing channel.