RSM100Y1 Chapter Notes - Chapter 13: Jdrf, Integrated Marketing Communications, Targeted Advertising
Document Summary
Promotion: the function of informing, persuading, and influencing a purchase decision. Integrated marketing communications (imc): the coordination of all promotional activities media advertising, direct mail, personal selling, sales promotion, and public relations to production a unified, customer-focused promotional strategy. An integrated marketing communications (imc) strategy focuses on customer needs to create a unified promotional message in the firm"s ads, in-store displays, product samples, and presentations by company sales representatives. It also increases the effectiveness of reaching and serving target markets. Sales promotion accounts for about of the money spent on nonpersonal selling. Objectives of promotional strategy: marketers often pursue more than 1 promotional objective at the same time, providing information. Reaches large consumer audience at low cost per contact. Message can be modified to suit different audiences. Creates a positive attitude about the product or company. High expense and difficulty of attracting and retaining effective salespeople. Difficult to differentiate from similar programs of competitors.
