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2 Cards in this Set
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The Marketing Communications Mix
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Marketing Communications Mix:
- The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives 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 purchase or sale of a product or service Public relations: - Building good relations and corporate image with the company's publics using publicity, and handling unfavourable events Personal selling: - Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships Direct marketing: - Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships |
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Integrated Marketing Communications
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The Marketing Communications Environment is Changing:
- Mass markets have fragmented, causing marketers to shift away from mass marketing to target marketing - Improvements in information technology are facilitating segmentation - Media fragmentation has occurred with companies doing less broadcasting and more narrowcasing The Need for Integrated Marketing Communications - Conflicting messages from different sources or promotional approaches can confuse company or brand images - The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently - The Internet must be integrated into the broader IMC mix - Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications Definition: IMC is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organisation and its products |