The promotion Mix-specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships

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

Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service.
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 favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, 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.

Integrated marketing communications (I M C) involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

Steps in Developing Effective Marketing Communication-Identify the target audience, Determine the communication objectives, Design the message, Choose the media to send the message, Select message source and collect feedback

Rational appeal relates to the audience’s self-interest.

Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase.

Moral appeal is directed to an audience’s sense of what is right and proper

Personal communication involves two or more people communicating directly with each other

Opinion leaders are people whose opinions are sought by others.

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Nonpersonal communication channels are media that carry messages without personal contact or feedback, including major media, atmospheres, and events

Collecting feedback involves the communicator understanding the effect on the target audience by measuring behavior resulting from the content

affordable method sets the promotion budget at the level management thinks the company can afford.

percentage-of-sales method sets the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

competitive parity method sets the promotion budget to match competitors’ outlays.

objective and task method develops the promotion budget by specific promotion objectives and the costs of tasks needed to achieve these objectives

integrated marketing communications suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.

Sales promotion includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase

Public relations is a very believable form of promotion that includes news stories, features, sponsorships, and events.

Direct and digital marketing is an immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telephone marketing, online, mobile, and social media

advertising objective-specific communication task to be accomplished with a specific target audience during a specific time.

Informative advertising-is used when introducing a new product category to build primary demand.

Persuasive advertising-is important with increased competition to build selective demand.

Reminder advertising-is important with mature products to help maintain customer relationships and keep customers thinking about the product.

Advertising strategy-is the strategy by which the company accomplishes its advertising objectives and consists of Creating advertising messages and Selecting advertising media

Brand integrations-also known as branded entertainment, involve making the brand an inseparable part of some form of entertainment or content.

Native advertising-advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform.

Message execution-is when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest.

Reach-is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Frequency-is a measure of how many times the average person in the target market is exposed to the message.

Impact-is the qualitative value of a message exposure through a given medium.

Engagement-is a measure of things such as ratings, readership, listenership, and click-through rates.

Communication effects-indicate whether the ad and media are communicating the ad message well and can be tested before or after the ad runs.

Sales and profit-effects compare past sales and profits with past expenditures or through experiments

Lobbying-involves building and maintaining relations with legislators and government officials to influence legislation and regulation

Investor relations-involves maintaining relationships with shareholders and others in the financial community.

Development-involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support.

Public relations-involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Press relations or press agency-involves the creation and placing of newsworthy information to attract attention to a person, product, or service.

Product publicity-involves publicizing specific products

Public affairs-involves building and maintaining national or local community relations.

Personal selling-is the interpersonal part of the promotion mix and can include:

Sales force management-is the analysis, planning, implementation, and control of sales force activities.

Territorial sales force structure-each salesperson is assigned an exclusive geographic area and sells the company’s full line of products and services to all customers in that territory.

Team selling-involves using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts

Inside sales force-salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers

Social selling-is the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance.

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Online marketing-is marketing via the internet using company websites, online ads and promotions, email, online video, and blogs.

Marketing Websites-engage consumers to move them closer to a direct purchase or other marketing outcome.

Branded Community Websites-present brand content that engages consumers and creates customer community around a brand.

Online advertising-is advertising that appears while consumers are browsing online and includes display ads, search-related ads, online classifieds, and other forms.

Email marketing-involves sending highly targeted, highly personalized, relationship-building marketing messages via email.

Spam-is unsolicited, unwanted commercial email messages.

Online video marketing-involves posting digital video content on brand websites or social media sites such as YouTube, Facebook, and others.

Viral marketing-is the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends.