integrated marketing communication
1. Communicating Customer Value: Integrated Marketing Communications Strategy Principles of Marketing 14
2. Learning Objectives After studying this chapter, you should be able to: Discuss the process and advantages of integrated marketing communications in communicating customer value Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix Outline the steps in developing effective marketing communications Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix 14-2
3. Chapter Outline The Promotion Mix Integrated Marketing Communications A View of the Communications Process Steps in Developing Effective Communication Setting the Total Promotion Budget and Mix Socially Responsible Marketing Communication 14-3
4. The Promotion Mix The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships 14--4
5. The Promotion Mix Major Promotion Tools Advertising Sales promotion Public relations Personal selling Direct marketing 14-5
6. The Promotion Mix Major Promotion Tools Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Broadcast Print Internet Outdoor 14-6
7. The Promotion Mix Major Promotion Tools Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service Discounts Coupons Displays Demonstrations 14-7
8. The Promotion Mix Major Promotion Tools Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events Press releases Sponsorships Special events Web pages 14-8
9. The Promotion Mix Major Promotion Tools Personal selling is
2. Learning Objectives After studying this chapter, you should be able to: Discuss the process and advantages of integrated marketing communications in communicating customer value Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix Outline the steps in developing effective marketing communications Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix 14-2
3. Chapter Outline The Promotion Mix Integrated Marketing Communications A View of the Communications Process Steps in Developing Effective Communication Setting the Total Promotion Budget and Mix Socially Responsible Marketing Communication 14-3
4. The Promotion Mix The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships 14--4
5. The Promotion Mix Major Promotion Tools Advertising Sales promotion Public relations Personal selling Direct marketing 14-5
6. The Promotion Mix Major Promotion Tools Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Broadcast Print Internet Outdoor 14-6
7. The Promotion Mix Major Promotion Tools Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service Discounts Coupons Displays Demonstrations 14-7
8. The Promotion Mix Major Promotion Tools Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events Press releases Sponsorships Special events Web pages 14-8
9. The Promotion Mix Major Promotion Tools Personal selling is