Documente Academic
Documente Profesional
Documente Cultură
• Direct Marketing
• The Internet
• Sales Promotion
Marketing Public Relations (MPR) Functions
Improving ROI
Improved media
involvement w/customers
Creates influence among
opinion leaders
Improved ROI
Implementing the PR Program
Press
Releases
Press
Interviews
Conferences
PR Tools
Community
Involvement
Personal Selling
Personal Selling: When the Sales Force is a Major
Part of IMC
Product or
Price Channels Advertising
Service
1.Concept Testing
2.Rough Testing
Occurs at
Various Stages
3.Finished Art or
Commercial Testing
Use a consumer
response model
Establish
Use pretests and
communications
posttests
objectives
Testing
Understand and
Use multiple
implement
measures
proper research
Presentations
• Readings
• Slides
• Lecture notes
• Key models
• Some definitions
• Exam (60%):
– Approx. 20 multiple choice questions
– Fill-in the blank
– Key models
– Analyse an ad
Thank you for your attention
Good luck!
E-mail: d.j.o.p.bakker@pl.hanze.nl