Management and Organizational Studies 2320A/B Study Guide - Integrated Marketing Communications, Online Chat, Sales Promotion

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Document Summary

Chapter fourteen integrated marketing communications strategy: the promotion mix (marketing communications mix) is the specific blend of advertising, public relations, personal selling, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor: broadcast, print, internet, outdoor. Sales promotion is the short term incentives to encourage the purchase or sale of a product or service: discounts, coupons, displays, demonstrations. Public relations involves building good relations with the companies various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events: press releases, sponsorships, special events, web pages. Personal selling is the personal presentation by the firms sales force for the purpose of making sales and building customer relationships: sales presentations, trade shows, incentive programs.