BUSMKT 1040 Chapter 14: Chpt. 14 - Integrated Marketing Communications and Direct Marketing
Document Summary
Chapter 14: integrated marketing communications and direct marketing: promotion represents the fourth element in the marketing mix. Integrated marketing communications (imc): to provide a consistent message across all audiences: a key element in a company"s customer experience management strategy when. Section 2 the promotional elements: mass selling: used with groups of perspective buyers, 3 of the 5 promotional alternatives, advertising, sales promotion, and public relations use mass selling. 4/6/18: customized interaction: personal selling uses this between a seller and a prospective buyer, direct marketing also uses messages customized for specific customers. Section 3 integrated marketing communications developing the promotional mix: promotional mix: the combination of one or more of the promotional tools it chooses to use, must consider two issues, 1. Intermediaries are often the focus of promotional efforts: personal selling is the major promotional tool, the product life cycle, the composition of the promotional mix changes over the four life-cycle stages.
