RSM100Y1 Chapter Notes - Chapter 13: Consumer Electronics Show, Search Engine Marketing, Integrated Marketing Communications
Document Summary
Promotion: the function of informing, persuading, and influencing a purchase. Promotional strategies try to develop: primary demand: objective is to stimulate sales for an entire industry so that individual firms benefit from the total market growth (i. e. get. Cracking): selective demand: create desire for a specific brand. Integrated marketing communications (imc): the coordination of all promotional activities media advertising, direct mail, personal selling, sales promotion, and public relations to produce a unified, customer-focused promotional strategy. The imc strategy focuses on customer needs to create a unified promotional message in the firm"s ads, in-store displays, product samples, and presentations by company sales representatives. Promotional mix: the combination of personal and nonpersonal selling that marketers use to meet the needs of a firm"s target customers and to effectively and efficiently communicate its message to them. Personal selling: the most basic form of promotion; a direct person-to-person promotional presentation to a potential buyer (b2b).
