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10 Cards in this Set
- Front
- Back
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Integrated Marketing Communications
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combining all the companies marketing methods and resources to communicate the correct message to consumer
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The promotion mix-Advertising
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-advertising (first person 1 way)
-any paid form of non-personal presentation and promotion of ideas, goods or sources by identified sponsor (billboard or commercial) |
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The promotion Mix-Personal Selling
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Personal presentation by sales force to make sales and build customer relations
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The promotion Mix-Public relations
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Building good relations with the public by :
-obtaining favorable publicity -building corporate image -favorably handling rumors, stories, and events |
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The promotion Mix-Direct marketing
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direct connections with individual consumers to:
-obtain immediate response -cultivate lasting relationships |
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The Promotion Mix-Sales Promotion
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short term incentives to encourage purchase or sale of a product
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The promotion mix:
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-public relations
-advertising -sales promotion -personal selling -direct marketing |
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6 M's of Marketing
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-Message
-Mission -Market -media -money (how much to spend) -measurement (how will impact be assessed) |
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AIDA
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-attention
-action -desire -interest |
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3 stages of response models
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-cognitive
-interest/desire -bahavioral |
