MKTG 301 Study Guide - Final Guide: Petsmart, Hulu, The Home Depot
Document Summary
Chapter 12 engaging consumers and communicating value. Promotion what are promotions: advertising is only a small part of promotions. The marketing mix (direct control over: product, promotions. Advertising, pr, personal selling, sales promotions (coupons, rebates, anything that cuts price), and direct/digital. End goal is to create a sale: price, place. Promotion mix: goals: to persuasively communicate customer value and build customer relationships, to deliver a clear, consistent, and compelling message, integrated marketing communications . Clear consistent message of who we are as a brand/company. Ex: kit kat promotional mix focuses on the concept of a break . Due to technology allowing marketers to better understand where people get their entertainment (and how they behave), they are now able to target their advertising far more effectively. Goes hand in hand with niche marketing. Madison and vine (merging entertainment and advertisement) Ex: coke cups on judges panel on american idol; starbucks cups on the voice; 30 rock poking fun at product placement.
