COMM 131 Lecture Notes - Lecture 12: Integrated Marketing Communications, Direct Marketing, Personal Selling
9 Mar 2018
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Document Summary
Integrated marketing communications: a careful blended mix of promotion tools to create a clear, consistent and persuasive message. It is necessary because consumers, marketing strategies and communications technology are all changing. Creates synergy between teams involved in each mix. Difficult to measure the effectiveness of each effort. Face-to-face contact with consumers designed to inform and persuade consumers to buy. Great for products that require more consumer involvement. Effective at changing consumers preferences, beliefs and actions. An activity or material that offers a direct incentive to purchase. Unlikely to build loyalty or long term relationships. They harm brand equity when they focus on price. They help brand equity when they focus on awareness, stimulating trial, differentiating from competition and improving brand image. Delivering promotional messages directly to potential customers on an individual basis. Offers both communication with customers and a way to distribute products.
