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Module 14 Integrated Promotion Decisions By: Dr Shahinaz Abdellatif Objectives of the Session 1.To understand the promotion mix and factors influencing choice 2. To discuss the decision sequence for developing the promotion mix Factors Influencing Choice Of Promotional Mix A promotional or an integrated marketing communication (IMC) planning process as one of ‘building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications programme that enables them to make constructive contact with the company brand through a variety of media. The principal tools from which a marketer can choose in developing an IMC plan, comprising the promotion mix, are advertising, personal selling, sales promotion, and public relations, though there are other promotional tools, such as sponsorships, etc…. Promotional Activities Factors Influencing Choice Of Promotional Mix Promotion objectives Resource availability & cost of promotional tools Market size & concentration Customer information needs Product characteristics Push v’s pull strategies Segmentation & positioning strategies Decision Sequence for Developing the Promotion mix Define the audience(s) to be targeted (1) Set the promotional objectives (2) Set the promotion budget (3) Design the promotion mix (4) Evaluate the results (5) Step 1: Define the Audience(s) to Be Targeted Segmentation decisions are especially important to the marketing communications effort because they identify who the target market is, so those planning the communications effort can identify the best ways to reach the target customers. Making promotional decisions without a clear idea as to who the target market is can often lead to misdirection or waste of scarce marketing funds. Sometimes promotional messages in an integrated marketing communications programme must target multiple audiences, such as fo

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