CHAPTER 12: INTERGRATED MARKETING COMMUNICATIONS

Promotion mix: Blend of advertising, public relations, personal selling, and sales promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships.

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

  • digital, broadcast, print, online, mobile, outdoor

• Sales promotion: Short-term incentives to encourage purchasing or selling a product or service.

  • discounts, coupons, displays, demonstrations, and events

• Personal selling: Personal customer interactions by the firm’s sales force to engage customers, make sales, and build customer relationships

  • sales presentations, trade shows, and incentive programs

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

  • sales presentations, trade shows, and incentive programs

Factors changing the face of today’s marketing communications:

• Consumers are changing

• Marketing strategies are changing 

• Digital technology advancements 

Content marketing: create, inspire, and share brand messages and conversations with and among customers across a fluid mix of paid, owned, earned, and shared communication channels.

Integrated marketing communications: Let’s ensure every message we send — no matter the platform — is consistent and connected, so our brand feels clear and unified.

Promotion mix strategies:

Push strategy: “pushing” the product through marketing channels to final consumers. 

Pull strategy: Getting consumers to want the product and ask for it in stores, demand from customers “pulls” the product