CHAPTER 12: INTERGRATED MARKETING COMMUNICATIONS

Promotion mix

Blend of advertising, public relations, personal selling, and sales promotion tools that a company uses to engage consumers and build customer relationships.

Advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Sales promotion

Short-term incentives to encourage purchasing or selling a product or service, such as discounts and coupons.

Personal selling

Personal customer interactions by a firm's sales force to engage customers and make sales.

Public relations

Activities designed to engage the company’s various publics and build good relations with them.

Factors changing marketing communications

Consumers are changing

marketing strategies are changing

digital technology advancements.

Content marketing

Creating, inspiring, and sharing brand messages and conversations with customers across various communication channels.

Integrated marketing communications

Ensuring every message is consistent and connected across all platforms for a clear and unified brand.

Push strategy

'Pushing' the product through marketing channels to reach final consumers.

Pull strategy

Getting consumers to want the product, creating demand that 'pulls' the product through stores.