CIM Revision Cards 05 06: Marketing Communications (Official by marketing Knowledge

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Designed in particular 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, conscientiously established format aids the training method and guarantees the most important issues are lined in a succinct and obtainable demeanour. The compact, spiral sure layout permits the playing cards to be carried round simply, the content material accordingly consistently being available, making them precious assets irrespective of the place you're. gains corresponding to diagrams and bulleted lists are used all through to make sure the foremost issues are displayed as truly and concisely as attainable. every one part starts with an inventory of studying results and ends with tricks and tips, thereby making sure the content material is damaged down into potential techniques and will be simply addressed and memorised * Written in particular for revision reasons for that reason purely that includes the foremost recommendations that have to be discovered * conscientiously designed to permit issues to be simply extracted and memorised with no clouding them in more details * Accompanies the CIM Coursebook and MarketingOnline site to supply an entire suite of goods to aid the CIM skills

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G. those operated by ASA (Advertising Standards Authority) 38 The ASA is responsible for implementing the code of practice drawn up by the Committee for Advertising Practice (CAP) The CAP code principles for advertising, sales promotions and direct marketing are that they should be: n Legal, decent, honest and truthful n Prepared with a sense of responsibility to consumers and society n Concur with principles of fair competition The ASA regulates the following media: n n n n n n n n n n n Press Outdoor Cinema Direct mail Leaflets Brochures Catalogues Inserts Fax marketing Sales promotions Internet (banner ads, commercial e-mails and online sales promotions) MARKETING COMMUNICATIONS 39 THE MARKETING COMMUNICATIONS INDUSTRY Television and radio codes Preference services Television scripts are vetted by the Broadcast Advertising Clearing Centre (BACC) and radio commercials by the Radio Authority Copy Clearing Centre Consumers can ‘opt out’ of receiving postal, telephone, fax and e-mail marketing by registering with the Direct Marketing Association’s (DMA) preference services.

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.

And usually maintain the client–agency interface n n n n n n n Current situation Promotional objectives Target markets Product/service Budget Competitors Timescales 34 Agency pitching Agency remuneration Before choosing an agency, or even on a regular review basis, organizations will ask a number of agencies to bid or ‘pitch’ for the account. This involves the agency coming up with ideas for a specific brief in competition with other agencies. This is often a costly exercise for agencies Agencies have traditionally been paid on commission from media owners when they buy space or time.

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