MKT 101 Chapter Notes - Chapter 12: Integrated Marketing Communications, Cyber Monday, Walgreens

• School: Westchester Community College
• Department: Marketing
• Course: MKT 101
• Professor: Phyllis Fein

Document Summary

Specific blend of promotion tools that the company uses to engage customers (connect), persuasively communicate customer value (convince) and build customer relationships (loyal). Advertising, sales promotion, personal selling, pr, direct and digital marketing. Must be consistent with one campaign message: advertising. Any paid form of nonpersonal presentation and promotion of ideas/goods/services by an identified sponsor. Paid messages company paid for: tv, print ad, radio, transit, billboard: sales promotion. Short-term incentives to encourage the purchase/sale of a product or service. Incentives (bogo, coupons, cyber monday, contest): gimmicks/bribe: personal selling. Personal customer interactions by the firm"s sales force for the purpose of engaging customers, making sales and building customer relationships. Live interaction (persuasion/prospecting): point to point interaction (18122$ most expensive. Building good relations with the company"s various publics by obtaining favorable publicity, building good corporate image and handling or heading off unfavorable rumors/stories/events.