LWS: Marketing The 4 Ps – Promotion (ENG)

This lecture details the strategic planning and execution of effective marketing communications within the modern business landscape. It introduces the concept of Integrated Marketing Communications (IMC), emphasizing the need for a carefully blended mix of promotional tools to deliver clear, consistent, and compelling messaging across all consumer touchpoints. The material covers the identification of communication and sales objectives through the SMART framework, the evaluation of a target market’s buyer readiness stage, and various budgeting methods such as the affordable and objective-and-task methods. Finally, the lecture explores critical message and media decisions, distinguishing between traditional and personal media while defining key metrics like Return on Marketing Investment (ROMI) to assess campaign effectiveness.