MARK 201 Lecture Notes - Lecture 10: Integrated Marketing Communications, Sales Promotion, Internal Communications
16 Apr 2018
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13 promotion mix : integrated marketing communications (imc) Tools used to persuasively communicate customer value and build customer relationships: advertising. Paid form of promotion for commercial products or services. Pop up adds, tv advertising, banners, billboards etc. o. Short term incentives that encourage the consumer to buy a product discounts / sales. Displays that get people to see your product first: public relations the professional maintenance of a favorable public image by a company or other organization. Press releases for new products and is more convincing and adds value to a new product compared to advertising. Company uses their own sales force t approach people directly to make sales and build relationships. Door to door: direct and digital marketing. Large companies had many arms for their promotions o internal communications group: advertising agency (tv commercials and print ads, public relations agency, agency for online communications, often see each other as competition. It is important to integrate all these activities.
