COMM 223 Lecture Notes - Lecture 10: Marketing Buzz, Online Chat, Sales Promotion
Document Summary
Integrated marketing communication (imc) integration and coordination of the firm"s various communication channels or promotion mix elements. Three points in integration/coordination: clarity, consistency, positive synergy. Includes face-to-face, phone, mail and internet chat communications. On avg, advertising gives a negative return. Many executives believe advertising is only successful if it produces sales. Other believe advertising should emphasize long-term brand building. Decrease in media advertising over the years, increase in consumer and trade promotions. Promotion mix push vs pull strategy (not mutually exclusive) Push strategy push product to consumers low brand loyalty, impulse item: marketing activities toward channel members, channel members promote product to final consumers, personal selling, trade promotion. Pull strategy consumers demand product from producers high brand loyalty: marketing activities toward end users (consumers, end users demand product from channel members, advertising, consumer promotion, both strategies target consumers. Promotion mix: advertising: any paid form of non-personal presentation of ideas, goods or services.
