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User:Jukeboksi/Blog/Marketing: Difference between revisions
→Session 6 and 7 - Communication plan: + definition of the w:promotional mix
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* '''[[w:Communication planning|Communication planning]]''' is the [[w:art|art]] and [[w:science|science]] of reaching target audiences using [[w:marketing|marketing]] communication channels such as [[w:advertising|advertising]], [[w:public relations|public relations]], experiences or [[w:direct mail|direct mail]] for example. It is concerned with deciding who to target, when, with what message and how. ( Wikipedia ) | * '''[[w:Communication planning|Communication planning]]''' is the [[w:art|art]] and [[w:science|science]] of reaching target audiences using [[w:marketing|marketing]] communication channels such as [[w:advertising|advertising]], [[w:public relations|public relations]], experiences or [[w:direct mail|direct mail]] for example. It is concerned with deciding who to target, when, with what message and how. ( Wikipedia ) | ||
* The '''[[w:promotional mix|promotional mix]]''' describes a blend of promotional variables chosen by marketers to help a firm reach its goals.<ref name=twsBoone> Contemporary Marketing 2011 (textbook), Louis Boone, David Kurtz, Cengage Learning, Jan 1, 2010, [http://books.google.com/books?id=R5rrSPNyUEgC&pg=PA500&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CC0Q6AEwAQ#v=onepage&q=%22promotional%20mix%22&f=false Elements of the promotional mix], Retrieved Aug. 26, 2014</ref><ref name=twsLamb> Essentials of Marketing, Charles Lamb, Joe Hair, Carl McDanie, Cengage Learning, Jan 1, 2011, [http://books.google.com/books?id=LcsIAAAAQBAJ&pg=PT542&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CDQQ6AEwAg#v=onepage&q=%22promotional%20mix%22&f=false Discuss the elements of the promotional mix], Retrieved Aug. 26, 2014, (see page 514+)</ref><ref name=twsMullin> Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, Roddy Mullin, Kogan Page Publishers, Apr 3, 2010, [http://books.google.com/books?id=ZWCe0Z-xOjIC&pg=PA33&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGkQ6AEwCQ#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, (see page 30+)</ref><ref name="Harrell Book">{{cite book|last=Harrell|first=Gilbert D.|title=Marketing: Connecting with Customers|year=2008|publisher=Chicago Education Press|isbn=9780979830402|pages=286}}</ref><ref name=twsLongenecker> Small Business Management: Launching and Growing Entrepreneurial Ventures, Justin Longenecker, J. Petty, Leslie Palich, Frank Hoy, Cengage Learning, Sep 27, 2011, [http://books.google.com/books?id=ZXkJAAAAQBAJ&pg=PT524&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGEQ6AEwCA#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, "...how a business combines its promotional methods...blend of nonpersonal, personal, and special forms of communication aimed at a target market..."</ref> It has been identified as a subset of the [[w:marketing mix|marketing mix]].<ref name=twsBoone/> | |||
=== Different communication plan models === | === Different communication plan models === | ||