MGMA01H3 Chapter Notes - Chapter 14: Integrated Marketing Communications, Marketing Buzz, Sales Promotion
Document Summary
Promotion mix specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Five major promotion tools: advertising any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Broadcast, internet, etc: sales promotion short-term incentives to encourage the purchase or sale of a product or service. Discounts, coupons, etc: personal selling personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. Sales presentations, etc: public relations (pr) building good relations with the company"s various publics by obtaining favourable publicity, building a good corporate image, and handling or heading off unfavourable rumours, stories, and events. Press releases, sponsorships, etc: direct marketing direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. Several major factors are changing the face of today"s marketing communications: consumers. Better informed and more communications empowered: marketing strategies.
