MARK301 Chapter Notes - Chapter 12: Integrated Marketing Communications, Sales Promotion, Plaintext
14 Sep 2016
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Companies also communicate to consumers through place, product & price. These need to be consistent too- they need to say the same thing to consumers as your promotion. Separate marketing functions handled by experts in separate departments. Promotion functions handled by separate advertising or other agencies. Results in inconsistent communications and aspects of advertising were giving di erent messages. A company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and products. Coordinating all of your touch points to form a consistent image for your product or brand. All promotions and all other ps need to match. Coordinating all of your touch points makes a clear and memorable message for consumers. Large agencies have now acquired major agencies in pr, sales promotion, web design, etc. Firms are appointing communications managers to coordinate all aspects of promotion. Factors that in uence the use of promotional tools.
