Marketing

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A company’s total promotion mix- also called its marketing communications mix –consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses persuasively. Advertising- Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion- Short-term incentives to encourage the purchase or sale of a product or service. Personal selling- Personal presentation by firm’s sales force for the purpose of making sales and building customer relationships. Public relations (PR)- Building good relations with the company’s various public by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Direct marketing- Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. Sweeping changes in communications technology are causing remarkable changes in the ways in which companies and customers communicate with each other. More companies are adopting the concept of integrated marketing communications (IMC) carefully integrating and coordinating the company’s many communications channels to deliver a clear consistent, and compelling message. Push strategy- A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers. Pull strategy- A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that “pulls” the product through the channel. Advertising objective- A specific communication task to be accomplished with a specific target audience during a specific period of time. The overall advertising goal is to help build customer...
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