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Essay / Research Paper Abstract
A 7 page paper providing a discussion of the promotion portion of the marketing mix for BYRD (Beyond Yellow Ribbons Daily), a company that will maintain a website as a point of contact and assistance for wounded veterans returning from Iraq. Bibliography lists 10 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSmktgMixBYRD.rtf
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Unformatted sample text from the term paper:
mix consists of the 4 Ps, which are product, price, place and promotion. Each must be managed well for the marketing mix to be as effective as possible; the
purpose here is to discuss the final "p" of the mix, promotion, in terms of integrated marketing communication (IMC). Communication Channels Product promotion
has three components, which are public relations; advertising; and incentives. Public relations is the interaction between the producer and the customer, and it is the driving force behind consumer
goods companies providing toll-free numbers on product packaging so that consumers can discuss the product or ask questions about it. Advertising is the publicity that marketers purchase, and it
is the area of marketing that often is the most visible. This type of publicity is that which marketers can slant to whatever light they choose, as long as
their claims honestly reflect the qualities and uses of their product. Ideally, this type of promotion should seek to serve the needs of customers, but often it is designed
only to serve the needs of the seller (Not so spiffy, 2002). Incentives include all the "pulls" that marketers attach to products either
at the time of introduction or at other times in which a specific product needs rejuvenation with consumers (Murry and Heide, 1998). Some of the "pulls" that BYRD is
able to use with its customers and potential customers include: * The benefits available to veterans and their families; * The outreach that older veterans can provide to younger ones;
and * The targeted audience that BYRD can supply to its advertisers. Wirth (2005) states that the Integrated Marketing Communication (IMC) approach
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