Summary
Summary (Chpt.14) Integrated Marketing Communications Strategy
- Course
- Institution
- Book
(Chpt.14) Integrated Marketing Communications Strategy
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Marketing summary Principles of Marketing 18th edition
-
Marketing Management summary of the entire course
-
Summary: Principles of Marketing 18e Global Edition - Marketing (MAN-BCU2008)
Seller
Follow
ProfBurgerQueen
Content preview
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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ProfBurgerQueen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.37. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53340 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now