Unless otherwise specified with a link to the website (URL specified) or link to the file, the instructions on how to locate the articles in the designated databases were available on 2011 January 19 at
https://sites.google.com/site/zaydeealan0/tui-unviersity/elibrary-instructions?For assistance, go to ?https://support.tuiu.edu
If the link to the file does not work, please notify your instructor, then try the appropriate browser specific procedure outlined on 2011 March 17 at
https://sites.google.com/site/zaydeealan0/0-HowToViewAndDownloadFiles-20110206.pdf
The topics included in the study of promotion are:
1. Advertising,
2. Personal Selling,
3. Sales Promotion,
4. Publicity, and
5. Public Relations
Taken together, these forms of promotion are called a promotional mix.
Here is a good discussion of the components of this mix, with emphasis on the pros and cons of each:
https://dis.shef.ac.uk/sheila/marketing/mix.htm
REQUIRED RESOURCES:
Christ, Paul (2008). Principles of Marketing. KnowThis.com. Available on 28-Oct-09 at?https://www.knowthis.com/tutorials/principles-of-marketing.htm ?Read the following chapters:
1. Promotion Decisions
2. Advertising
3. Advertising Campaign
Author Unknown, (2008). Advertising Primer. Small Business Administration. sba.gov. Available on 2010 July 6 at
https://www.sba.gov/smallbusinessplanner/manage/marketandprice/SERV_ADPRIMER.html
Where does branding end and promotion begin?
Advertising presents the brand promise. Learn more here:
https://www.customfitfocus.com/marketing-5.htm
Comstock, Beth, Gulati, Ranjay, and Liguori, Stephen. (2010) Unleashing The Power Of Marketing. Harvard Business Review Vol. 88 (October) pp. 90-98.
https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=53877547&site=ehost-live
Rayport, Jeffrey F. (2008) Where Is Advertising Going? Into 'Stitials. Harvard Business Review; Vol. 86 (May) pp. 18-19.
https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=31728453&site=ehost-live
Edelman, David & Salsberg, Brian (2010 November). Edelman-Media-McKinsey.doc Beyond paid media: Marketing’s new vocabulary:
Changes to the way consumers perceive and absorb marketing messages will force marketers to change not only their thinking but also the way they allocate spending and organize operations.
Author Unknown (2009). The Dynamic Duo: Email Marketing and Social Media. Lyris, Inc.
Promoting Luxury
Roberts, Dexter (2011, April 11). China's Ad Business Faces a Crackdown. Bloomberg Businessweek, 4/11/2011, 4224, p11-12
ONGOING USEFUL RESOURCES
Click on Ongoing Useful Resources for some resources that are used throughout the course. These resources include links to information on
1. Using the TUI U and Touro C eLibraries,
2. Strategic Marketing Management,
3. Small Business Plans,
4. Marketing Plans, and
5. Examples of Marketing Plans