MKT 300 Lecture Notes - Lecture 12: Integrated Marketing Communications, Advertising, Advertising Mail
Document Summary
Marketing 300 chapter 12 notes: came up with an enduring integrated marketing communications campaign. First stop: chick-fil-a: key to the campaign"s success. Plentiful use of traditional media and nontraditional promotional tactics: engages customers through an assortment of in-store and social-media promotional events. Promotion mix: specific blend of promotion tools, used by companies to: Engage consumers and persuasively communicate customer value. Build customer relationships: major promotion tools: New marketing communications model: factors changing marketing communications. Share with and among consumers across a fluid mix of paid, owned, earned, and shared channels. Integrated marketing communications: advertising, personal selling, public relations, direct and digital marketing, sales promotion, consistent, clear, and compelling company and brand messages. Reahes masses of buyers at a low cost per exposure. Builds a long-term image for a product. Has a public nature and is viewed as legitimate. Impersonal and lacks the direct persuasiveness of salespeople: personal selling. Personal interaction between two or more people.
