MGM230H5 Chapter Notes -Industrial Espionage, Integrated Marketing Communications, Marketing Buzz
Document Summary
The specific mix of advertising, personal selling, direct marketing ,sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Short-term incentives to encourage purchase or sale of a product or service. Personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships. The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Conflicting messages from different sources or promotional approaches can confuse company or brand images. The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently.
