Management and Organizational Studies 2320A/B Study Guide - Dramatization, Marketing Buzz, Integrated Marketing Communications

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Integrated Marketing Communications Strategy 3/28/2012 1:20:00 PM
Chapter 14
The Promotion Mix
Promotion mix (marketing communications mix) 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
o Advertising any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor
Broadcast print, internet, outdoors, etc.
o Sales promotion the short term incentives to encourage the
purchase of sale of a product or service
Discounts, coupons, displays, demonstrations, etc.
o Public relations involves building good relations with the
company’s 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, etc.
o Personal selling the personal presentation by the firm’s
sales force for the purpose of making sales and building
customer relationships
Sales presentations, trade shows, incentive programs,
etc.
o Direct marketing involves making direct connections with
carefully targeted individual customers to both obtain an
immediate response and cultivate lasting customer
relationships through the use of direct mail, telephone, direst-
response television, email and the internet
Catalogues, telemarketing, kiosks, etc.
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3/28/2012 1:20:00 PM
Integrated Marketing Communications
Consumers are better informed
More communication
Less mass marketing
Changing communications technology
Integrated marketing communications the integration by the
company of its communication channels to deliver a clear,
consistent and compelling message about the organization and its
products
The Communication Process
Sender the party sending the message to another party
Encoding the process of putting through into symbolic form
Message the set of symbols the sender transmits
Media the communications channels through which the message
moves from sender to receiver
Decoding the process by which the receiver assigns meaning to
the symbols
Receiver the party receiving the message sent by another party
Response the reaction of the receiver after being exposed to the
message
Feedback the part of the receivers response communicated back
to the sender
Noise the unplanned static of distortion during the communication
process, which results in the receiver’s getting a different message
than the one the sender sent
Determining Communication Objectives
Marketers seek a purchase response that results from a consumer
decision-making process that includes the buyer readiness
strategies:
o Awareness
o Knowledge
o Living
o Preference
o Conviction
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