33:630:301 Study Guide - Final Guide: Multichannel Marketing, Search Engine Marketing, Advertising
25 Aug 2016
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Chapter 12: engaging consumers and communicating customer value. 5 promotion tools: advertising: any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identi ed sponsor. Ex. broadcast, print, internet, mobile, outdoor, and other forms: sales promotion: short-term incentives to encourage the purchase or sale of a product or service. Ex. discounts, coupons, displays, and demonstrations: personal selling: personal customer interactions by the rm"s sales force for the purpose of making sales and building customer relationships. Ex. press releases, sponsorships, events, and web pages: direct and digital marketing: engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. Integrated marketing communications (imc): carefully integrating and coordinating the company"s many communications channels to deliver a clear, consistent, and compelling message about the organization of its products: recognizing and adapting to changes in . Consumers - they are smarter and more aware because of the internet.
