By Chris Fill
Elsevier/Butterworth-Heinemann's 2005-2006 CIM Coursebook sequence provide you with the entire package deal for examination good fortune. Comprising absolutely up-to-date Coursebook texts which are revised each year, and loose on-line entry to the MarketingOnline studying interface, it bargains every thing you want to examine in your CIM qualification. rigorously established to hyperlink on to the CIM syllabus, this Coursebook is common, interactive and appropriate, making sure it's the definitive significant other to this year's CIM advertising path. every one Coursebook is observed by way of entry to MARKETINGONLINE (www.marketingonline.co.uk), a distinct on-line studying source designed particularly for CIM scholars, the place you could: Annotate, customize and create for my part adapted notes utilizing the digital model of the Coursebook seek the Coursebook on-line for simple entry to definitions and key options entry the word list for a finished record of selling phrases and their meanings Co-written by means of the CIM Senior Examiner for the promoting administration in perform module to lead you thru the 2005-2006 syllabus each one textual content is filled with various studying goals, situations, questions, actions, definitions, learn tips and summaries to help and try your knowing of the speculation comprises pattern evaluation fabric written completely for this Coursebook through the Senior Examiner, in addition to earlier exam papers to assist you training what has been discovered and aid arrange for the examination
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Extra resources for CIM Coursebook 05 06 Marketing Communications (CIM Coursebook) (CIM Coursebook)
Media will be considered in more detail later in the coursebook but because of the close relationship between the communications mix and the media used to transmit them, it is worth noting here the main forms of media. o o o o o o Broadcast – television, radio Print – newspapers, magazines Outdoor and transport – billboards, taxis New media – Internet, mobile phones, text messaging In-store – point of purchase, packaging Others – cinema, product placement, ambient. 2 Identify a practical example of each of the marketing communications mix elements.
In terms of marketing communications planning, the nature of the product or service which is to be promoted makes little difference – the same communications tools will be employed. Each element of the marketing communications mix will, however, have a specific task to achieve and it is the deployment of the tools to achieve the objectives which will be an important part of the overall understanding of the subject. 35 Unit 2 Marketing communications mixes The elements of the marketing communications mix have different properties and different potentials to achieve different tasks.
At the problem or need recognition stage, TV advertising will be used to create awareness of the latest models and initiate interest. This also provides the first level on information searching. Press advertising will be used to provide more detail on specifications and allow alternatives to be evaluated. The evaluation stage will also involve seeking information from personal influencers, opinion formers and leaders via editorials in specialist magazines and word of mouth. 21 Unit 1 Introduction to marketing communications The evaluation will be furthered by visits to dealers where personal selling becomes important.