MARK 201 Chapter 13: Chapter 13
14 Dec 2016
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MARK 201
Chapter 13
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Communicating Customer
Value: Advertising and Public
Relations
The promotion mix
Promotion mix: the specific blend of promotion tools that the company uses to engage
consumers, persuasively communicate customer value, and build customer relationships
-Advertising: any paid form of non personal presentation and promotion of ideas, goods or
services by an identified sponsor
-Sales promotion: short-term incentives to encourage the purchase or sale of a product or
service
-Personal selling: personal customer interactions by the firm’s sales force for the purpose of
making sales and building customer relationships
-Public relations: building good relations with the company’s various publics by obtaining
favourable publicity, building up a good corporate image, and handling or heading off
unfavourable rumours, stories, and events
-Direct and digital marketing: engaging directly with carefully targeted individual consumers
and consumer communities to both obtain immediate response and build lasting customer
relationships
Integrated communications
The new marketing communications models
-Consumers see “single” messages from the companies
-Communication technology is richer, faster
-Marketing strategies must be integrated
Brand constant management: creating, inspiring, and
sharing brand messages and conversations with and among
consumers across a fluid mix of paid, owned, earned, and
shared channels
The need for integrated marketing communications
IMC: carefully integrating and coordinating the company’s
many communications channels to deliver a clear,
consistent, and compelling message about the organization
and its products
Advertising:
-Pros
•Reaches masses at low cost per exposure
•Repeats message many times
•Creates consumer trust
-Cons
•Promotes impersonally, one-way
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find more resources at oneclass.com
MARK 201
Chapter 13
! of !2 5
•Cost are high for some media types
Personal selling:
-Pros
•Communicates personally two-ways
•Builds preferences, convictions and actions
•Allows relationship building
-Cons
•Requires long-term commitment to sales force
•Most expensive promotion tool
Sales promotion:
-Pros
•Includes a wide assortment of tools
•Attracts consumer attention
•Offers strong incentives to purchase
•Dramatizes product offers
•Invites quick consumer response
-Cons
•Effects are short-lived
Public relations:
-Pros
•Legitimizes credibility, very believable
•Reaches people who resist advertising
•Dramatizes a company or product
•Saves money when used proactively
-Cons
•Tends to be used as an afterthought
Direct Marketing:
-Pros
•Communicates more directly with targeted customers
•Reaches customers with tailored message
•Creates interactivity
•Builds one-to-one relationships
-Cons
•Often perceived as junk-mail/spam
Shaping the Overall Promotion Mix
The nature of each promotion tool
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Promotion mix: the speci c blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships. Advertising: any paid form of non personal presentation and promotion of ideas, goods or services by an identi ed sponsor. Sales promotion: short-term incentives to encourage the purchase or sale of a product or service. Personal selling: personal customer interactions by the rm"s sales force for the purpose of making sales and building customer relationships. Public relations: building good relations with the company"s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events. Direct and digital marketing: engaging directly with carefully targeted individual consumers and consumer communities to both obtain immediate response and build lasting customer relationships. Consumers see single messages from the companies.
