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Lecture

COMM 131 Lecture Notes - Retail


Department
Commerce
Course Code
COMM 131
Professor
Jacob Brower

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Marketing: Chapter 12 and 13 – Integrated Marketing Communications (IMC) (Week 9)
THE PROMOTION MIX (Marketing Communications Mix):
Specific blend of promotion tools that the company uses to persuasively
communicate customer value and build customer relationships
FIVE MAJOR PROMOTION TOOLS:
1. Advertising: any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor
2. Sales Promotion: short-term incentives to encourage the purchase or sale of a
product or service
3. Personal Selling: personal presentation by the firm’s sales force for the purpose of
making sales and building customer relationships
4. Public Relations: 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, stores, and events
5. Direct Marketing: direct connections with carefully targeting individual
consumers to both obtain an immediate response and cultivate lasting customer
relationships
Major Factors Changing in Marketing Communciations:
Consumers: better informed, more empowered
Marketing Strategies: shifting from mass marketing to build closer relationships
with consumers
Communications Technology: new ways for companies to reach consumers,
consumers have more control
Integrated Marketing Communications (IMC): carefully integrating and coordinating the
company’s many communications channels to deliver a clear, consistent, and compelling
message about the organization and its products
FACTORS THAT INFLUENCE MARKETER’S CHOICE OF PROMOTION TOOLS:
Advertising:
oCan reach masses of geographically dispersed buyers
oLow cost per exposure
oCan repeat message many times
oLargest audience
oLong-term image for brand
oImpersonal/not directly persuasive
oCan be very costly
Personal Selling:
oMost effective in building up buyers preferences, convictions, and actions
oMost common for business-to-business marketers
oLong-term personal interaction
oLong-term commitment
oMost expensive
Sales Promotion:
oCoupons, rebates, contests, discounts
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Marketing: Chapter 12 and 13 – Integrated Marketing Communications (IMC) (Week 9)
oDesigned to:
Attract consumer attention
Offer strong incentives to purchase
Dramatize product offers
Encourage trial
Boost sagging sales
oInvite and reward quick response
oShort-term
Public Relations:
oVery believable (reality)
oOften interpreted as news (reaches people who don’t usually buy ads)
oDramatizes company or product
Direct Marketing:
oLess public: message usually directed at individual
oImmediate and customized: messages prepared very quickly and tailored
to appeal to specific customers
oInteractive: dialogue between marketer and consumer (messages altered
depending on consumer response)
oOne-to-one customer relationships
PROMOTION MIX STRATEGIES:
Push:
oUsing sales force and trade promotion to “push” the product through
channels
oProducer promotes product to channel members who then promote it to
final customers
oPrimarily personal selling and trade promotion
Pull:
oSpending a lot on advertising and consumer promotion to induce final
consumers to buy the product
oCreating a demand vacuum that “pulls” the product through the channel
oPrimarily advertising and consumer promotion
oEx. TV, print ads, Youtube Channel
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