COMM 223 Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy (Kotler: Principles of Marketing, 9th Canadian ed)
18 Dec 2016
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Chapter 14) communicating customer value: integrated marketing communications strategy. Promotion (marketing communications) mix - speci c blend of promotion tools that company uses to persuasively communicate customer value and build customer relationships. 1. advertising - paid form of nonpersonal presentation and promotion of ideas, goods, or services by identi ed sponsor. Primary communications activity marketing mix must be coordinated w/ to create greatest impact. More companies use narrowcasting instead of broadcasting. Traditional mass media still capture most of major marketing rms" promotion budget share. Tv ads still capture largest share of ad dollars and remains dominant form of advertising. Con icting messages from di erent media/promotional approaches result in confused company images, brand positions, and customer relationships. Companies often fail to integrate various communication channels because communications often come from di erent parts of company. Integrated marketing communications (imc) - carefully integrating/coordinating company"s many communications channels to deliver a clear, consistent, and compelling message about organization and its products.
