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Canada (509,453)
MGMA01H3 (97)
Angela Xu (5)

Chapter 14 Marketing.docx

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Management (MGM)
Angela Xu

Chapter 14Integrated Marketing Communications Strategy Learning Objectives 1 Define the five promotion mix tools for communicating customer value 2 Discuss the changing communications landscape and the need for integrated marketing communications 3 Outline the communication process and the steps in developing effective marketing communications 4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix The Promotion MixPromotion mix marketing communications mix the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationshipsAdvertising any paid form of nonpersonal presentation and promotion of ideas goods or services by an identified sponsorSales promotion shortterm incentives to encourage the purchase or sale of a product or servicePersonal selling personal presentation by the firms sales force for the purpose of making sales and building customer relationshipPublic relations building good relations with the companys various publics by obtaining favourable publicity building up a good corporate image and handling or heading off unfavourable rumours stories and eventsDirect marketing direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships Integrated Marketing CommunicationsThe need for integrated marketing communicationsConsumers dont distinguish between message sources messages from different media all become part of a single message about the company Conflicting messages from these different sources can result in confused company images brand positions and customer relationshipsIntegrated marketing communications IMC carefully integrating and coordinating the companys many communications channels to deliver a clear consistent and compelling message about the organization and its products
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