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Designed in particular with revision in brain, the CIM Revision playing cards supply concise, but basic details to help scholars in passing the CIM tests as simply as attainable. a transparent, rigorously dependent structure aids the educational method and guarantees the most important issues are lined in a succinct and obtainable demeanour. The compact, spiral certain structure allows the playing cards to be carried round simply, the content material as a result regularly being to be had, making them valuable assets regardless of the place you are.Features akin to diagrams and bulleted lists are used all through to make sure the major issues are displayed as in actual fact and concisely as attainable. every one part starts with an inventory of studying results and ends with tricks and advice, thereby making sure the content material is damaged down into practicable recommendations and will be simply addressed and memorised. * Written particularly for revision reasons for that reason simply that includes the main options that must be realized* rigorously designed to allow issues to be simply extracted and memorised with no clouding them in more info* Accompanies the CIM Coursebook and MarketingOnline site to supply a whole suite of goods to help the CIM skills
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Extra resources for CIM Revision Cards: Marketing Communications 04 05 (Cim Revision Cards)
7 MARKETING COMMUNICATIONS 31 THE MARKETING COMMUNICATIONS INDUSTRY 32 Limited service agencies Agency selection These tend to specialize in specific elements of the marketing communications process, such as design or new media. Specialization, for example in media buying, can result in cost efficiencies n n n n n n n n A la carte agencies An a la carte agency co-ordinates a range of specialist agencies on behalf of an organization and outsources the work across a range of other specialist agencies.
It works on the premise that the association affects image and the sponsor may exchange money or goods/ services. It often enables media coverage for the sponsor Programme sponsorship Arts/sports sponsorship Sponsorship of festivals or other events Sponsorship of individuals or teams 26 Personal selling Sales force objectives } n To increase sales turnover Personal selling is an interpersonal communication tool which involves face to face activities . . to inform, persuade or remind . . ~ Personal selling is the most expensive element of the marketing communications mix: n To reduce the number of clients under certain order levels n To reduce the cost of sales n To increase the number of distribution outlets n It is resource intensive n It is time ineffective n It incurs high contact costs MARKETING COMMUNICATIONS 27 MARKETING COMMUNICATION MIXES 28 The Personal Selling Process Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth–Heinemann, 2004) Marketing communications through the product life cycle At the launch of a campaign the primary advertising objective may be to create awareness among target markets, while activity directed at the trade might focus on achieving distribution.
As maturity continues it may become necessary to reposition the message MARKETING COMMUNICATIONS 29 MARKETING COMMUNICATION MIXES 30 Hints and Tips Key topics: One of the critical success factors of implementing promotional plans will be the degree of synergy and coordination of the various promotional activities. Promotional plans must be designed to fit in with more general marketing objectives and strategy n Understanding the characteristics of each of the marketing communications tools n Appreciating how marketing communications tools can be used to interact with each other n Adapting marketing communications through the product life cycle Ensure that you can evaluate the use of different media in different contexts.