MKT 337 Lecture 13: Marketing Chapter 13
Document Summary
Integrated marketing communications: the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer. Marketers determine what roles each aspect of the promotional mix will play in the marketing mix. This includes the timing of promotions and examining campaign results. These activities are generally coordinated by the marketing communications director. Slash of advertising spending in favor of promotional techniques that generate immediate response. Push or pull strategy: promotional mixes vary a great deal from one product and one industry to the next, advertising and personal selling are used to promote goods and services, supplemented by sales promotion. Public relations helps develop a positive image for the product and the organization. A firm may choose not to use all four promotional elements, or it may choose to use them in varying degrees: this slide shows the factors affecting the promotion mix chosen by a firm.
