MARK 201 Chapter Notes - Chapter 13: Integrated Marketing Communications, The Need, Sales Promotion
Document Summary
13 promotion mix : integrated marketing communications (imc) Tools used to persuasively communicate customer value and build customer. Paid form of promotion for commercial products or services. Pop up adds, tv advertising, banners, billboards etc. Short term incentives that encourage the consumer to buy a product. Displays that get people to see your product first. The professional maintenance of a favorable public image by a company or other organization. Press releases for new products and is more convincing and adds value to a new product compared to advertising. Company uses their own sales force t approach people directly to make sales and build relationships. Catalogues and flyers sent to specific people. Large companies had many arms for their promotions internal communications group. Advertising agency (tv commercials and print ads) This led to a lack of integration. It is important to integrate all these activities. Blend all promotion tools into a coordinated promotion mix. Reaches masses at low cost per exposure.
