Author: KNEC notes and Past Papers

These are direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. The new direct marketing models include: advances in direct marketing include emergence of catalog companies, direct mailers and telemarketers. Benefits and Read More …

Publications – this is published material used to reach and influence the target market e.g. Annual reports, articles, company newsletters, audio visual materials etc. Events – this are special events such as conferences, seminars, outings, anniversaries, sports, cultural sponsorships that Read More …

Press relations – This involves news and information about the organization in the most positive way. Product publicity – This include sponsoring effort in order to publish specific product. Corporate communication – his is promoting understanding of the organization through Read More …

Consumer promotions – this are designed to increase short term sales by inducing final consumers to try a new product or to increase purchase of an existing product. The effort of company is directed towards the end user of the Read More …

This comprises of short term incentives designed to increase the purchasing behavior of consumer through a variety of rewards and are meant to increase sales. Importance /Value of Sales Promotion To increase sales. To introduce a new product. To encourage Read More …

An organization needs to budget in order to ensure that its expenditure does not exceed its planned income. Competitor’s activities –we should have parity. The market size/share Available funds The nature of the product the company is selling i.e. consumer Read More …

Cost element-refers to amount of money to be spent in advertising. Select the most cost effective media. Frequency-this is the number of times the public will hear a single advert. The higher the frequency the better the impression created. Impact-this Read More …

1) Television Advantages It is usually very attractive and entertaining, hence difficult to ignore. It appeals to both the literate and illiterate and is viewed by all irrespective of age, gender etc. The combination of visual and audio effects and Read More …

Used to inform consumers about a new product or an existing product by mentioning the features of the product. Used to persuade consumers to purchase a particular brand where such a brand is believed to be offering quality for the Read More …

Promotion is a function of marketing mix and is a technique used in creating awareness on the company’s product as well as the company itself. ELEMENTS OF PROMOTION ADVERTISING This is any paid form of non-personal presentation of ideas (goods Read More …