Marketing CommunicationsLudi Koekemoer Six marketing communication tools—advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship—are reviewed in this text for South African learners and practitioners. This fully updated edition focuses on recent developments in marketing communications, highlighting the use of the World Wide Web, e-mail, and instant messaging in marketing. The user friendly and interactive presentation for self-assessment makes this an outcome-based learning tool. |
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achieve activities adver advertising agency and/or appeals approach awareness basic behaviour Belch benefits brand equity budget buyer buying campaign cent client commercial competitive competitors concept consumers cost coupons create creative brief customers database decision direct mail direct marketing direct response Discussing effective elements ensure evaluation example factors Figure FMCG focus function headline idea important increase integrated marketing communication internal Internet involved keting marketer's marketing communication mix marketing mix marketing objectives marketing plan media plan medium method needs offer organisation Out-of-home advertising personal selling problem prod product or service programme promotion strategy prospect psychographic public relations purchase radio relationship relevant retailers role sales force sales promotion salespeople salesperson selection South Africa specific sponsor sponsorship stage Step sumers target audience target market techniques telemarketing television tion tive trade visual