COMM 131 Chapter Notes -Computer Hardware, Direct Response Television, Takers
Document Summary
Total promotion mix (marketing communications mix): specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools to persuasively communicate customer value and build customer relationships. Advertising: ay paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion: short-term incentives to encourage the purchase or sale of a product or a service. Public relations: building goods relations with the company"s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events. Direct marketing: direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivating lasting customer relationships. Approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand"s core message. The foundation, corporate culture, brand focus, consumer experience, communications tools, promotional tools, integration tools.
