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Designed particularly with revision in brain, the CIM Revision playing cards supply concise, but basic details to help scholars in passing the CIM tests as simply as attainable. a transparent, rigorously dependent format aids the training approach and guarantees the foremost issues are coated in a succinct and available demeanour. The compact, spiral certain structure allows the playing cards to be carried round simply, the content material consequently regularly being available, making them necessary assets irrespective of the place you're. positive factors akin to diagrams and bulleted lists are used all through to make sure the most important issues are displayed as basically and concisely as attainable. every one part starts off with an inventory of studying results and ends with tricks and information, thereby making sure the content material is damaged down into achievable suggestions and will be simply addressed and memorised * Written in particular for revision reasons as a result simply that includes the most important recommendations that have to be discovered * conscientiously designed to permit issues to be simply extracted and memorised with no clouding them in more info * Accompanies the CIM Coursebook and MarketingOnline site to supply a whole suite of goods to help the CIM skills
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Designed particularly with revision in brain, the CIM Revision playing cards supply concise, but basic info to help scholars in passing the CIM tests as simply as attainable. a transparent, rigorously dependent format aids the educational strategy and guarantees the most important issues are lined in a succinct and available demeanour.
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Extra resources for CIM Revision Cards 05/06: Marketing Communications
This has led to some agencies being paid on a project-by-project or retainer basis Clients are tending to demand more measurement of campaigns. This has led to the incorporation of response mechanisms and a general shift away from traditional advertising campaigns MARKETING COMMUNICATIONS 35 THE MARKETING COMMUNICATIONS INDUSTRY 36 Multinational agencies International communications contexts Agencies inspired by their clients with international markets have, as a result of mergers, acquisitions and alignments, opened subsidiaries or associates all over the world Global clients are increasingly appointing global agencies to handle their business worldwide As domestic markets reach saturation, organizations move into international markets To meet the threat from multinational agencies, some independent agencies have formed networks to enable clients to access a global service.
Domestic markets 2. Infrequent foreign marketing 3. Regular foreign marketing 4. International marketing 5. Global marketing With global marketing, companies have standardized business activities and single marketing communications strategies, whereas with multinational companies the differences in markets are recognized with individual programmes for each of its subsidiaries The move to standardized marketing communications programmes is often driven by the high costs of producing separate campaigns for individual markets Some companies have run centrally developed campaigns, where identical advertising is used apart from voice-overs in the local language.
It works on the premise that the association affects image and the sponsor may exchange money or goods/ services. It often enables media coverage for the sponsor Programme sponsorship Arts/sports sponsorship Sponsorship of festivals or other events Sponsorship of individuals or teams 26 Personal selling Sales force objectives } n To increase sales turnover Personal selling is an interpersonal communication tool which involves face to face activities . . to inform, persuade or remind . . ~ Personal selling is the most expensive element of the marketing communications mix: n To reduce the number of clients under certain order levels n To reduce the cost of sales n To increase the number of distribution outlets n It is resource intensive n It is time ineffective n It incurs high contact costs MARKETING COMMUNICATIONS 27 MARKETING COMMUNICATION MIXES 28 The Personal Selling Process Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth–Heinemann, 2004) Marketing communications through the product life cycle At the launch of a campaign the primary advertising objective may be to create awareness among target markets, while activity directed at the trade might focus on achieving distribution.