Marketing Diploma
Unit outlines, notes, key research areas and examples for CIM Diploma in Marketing.
Tuesday, May 27, 2008
Evaluating: personal sales & brands
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PERSONAL SALES Assess constantly against targets - SMART objectives Other factors assessed: productivity - calls per day/account, number of...
Evaluating: direct & interactive MC & sponsorship
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DIRECT & INTERACTIVE MC Measure: response rate conversion rate order value repeat orders Gather through voucher/coupon responses that di...
Evaluating: sales promotions & PR (MC, unit 8)
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SALES PROMOTIONS Consumer audits - through loyalty card schemes or consumer panel (any change in behaviour as a result) Sales information - ...
Sunday, May 25, 2008
Evaluating: advertising (MC, unit 8)
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ADVERTISING - Pre-testing (or copy testing) show unfinished ads to preselected representative groups of the target audience to see whether...
Evaluating communications effectiveness: (MC, unit 8)
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Evaluation is about finding ways of measuring effectiveness EVALUATING COORDINATED MARKETING COMMUNICATIONS To be effective in the long-ter...
Media: relationship building & interactivity (MC, unit 7)
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RELATIONSHIP BUILDING Initial stimulus - often traditional media Response - passive (none at this stage but may be stored for reference) / ...
Media: budgets, efficiency, buying (MC, unit 7)
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MEDIA BUDGETS Limited media presence can be supported by PR to generate additional media exposure via editorials. Controversial approaches m...
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