In this chapter, you learned how companies use integrated mar- keting communications (IMC) to communicate customer value. Modern marketing calls for more than just creating customer value by developing a good product, pricing it attractively, and making it available to target customers. Companies also must clearly and persuasively communicate that value to current and prospective customers. To do this, they must blend five promo- tion mix tools, guided by a well-designed and implemented IMC strategy.
Define the five promotion mix tools for communicating customer value. (p 408)
A company’s total promotion mix—also called its marketing communications mix—consists of the specific blend of advertising, personal selling, sales promotion, public relations, and direct-marketing tools that the company uses to persua- sively communicate customer value and build customer relation- ships. Advertising includes any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. In contrast, PR focuses on building good rela- tions with the company’s various publics by obtaining favorable, unpaid publicity.
Personal selling is any form of personal presentation by the firm’s sales force for the purpose of making sales and building
customer relationships. Firms use sales promotion to provide short-term incentives to encourage the purchase or sale of a prod- uct or service. Finally, firms seeking immediate response from tar- geted individual customers use nonpersonal direct-marketing tools to communicate with customers and cultivate relationships with them.
Discuss the changing communications landscape and the need for integrated marketing
communications. (pp 409–414)
Recent shifts toward targeted or one-to-one marketing, coupled with advances in information and communications technology, have had a dramatic...