RSM250H1 Chapter Notes - Chapter 14: Sales Promotion, Marketing Buzz, Marketing Communications
Document Summary
The promotion mix (marketing communications mix)-consists of the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. Sales promotion short term incentives to encourage the purchase or sale of a product or service. Personal selling personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. Public relations building good customer relations by: obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events. Direct marketing direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. (i. e. direct mail, telephone, email, direct response tv, internet with specific consumers) May be individuals, groups, special publics or the general public.
