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Summary (Chpt.14) Integrated Marketing Communications Strategy
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(Chpt.14) Integrated Marketing Communications Strategy
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Principles of Marketing by ProfessorBurgerQueenEngaging Customers and Communicating Customer Value:
Integrated Marketing Communications Strategy
- The promotion mix (marketing communications mix) is the specific blend of
promotion tools that the company uses to persuasively communicate customer value
and build customer relationships
- Advertising
- Sales promotion
- Personal selling
- Public relations
- Direct and digital marketing
- Advertising is any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor; including broadcast, print, online, mobile,
and outdoor
- Sales promotion is a short-term incentive to encourage the purchase or sale of a
product/service ie. discounts, coupons, displays, demonstrations
- Personal selling is the personal interaction by the firm’s sales force for the purpose of
engaging customers, making sales, and building customer relationships
- Public relations involves building good relations with the company’s various publics
by obtaining favourable publicity, building up a good corporate image, and handling
or heading odd unfavourable rumours, stories, and events
- Direct and digital marketing involves engaging directly with carefully targeted
individual consumers and customer communities to both obtain an immediate
response and build lasting customer relationships
The New Marketing Communications Model
- Content marketing refers to creating, inspiring, and sharing brand messages and
conversations with and among consumers across a fluid mix of paid, owned, earned,
and shared channels
- Integrated marketing communications involves carefully integrating and coordinating
the company’s many communication channels to deliver a clear, consistent, and
compelling message about the organisation and its products
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