BUS 343 Chapter Notes - Chapter 12: Alternative Media, Product Placement, Geico Advertising Campaigns

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Jason Ho

Document Summary

Bus 343 - chapter 12 notes: marketing communications. Promotion mix/marketing communications mix - the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising - any 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. Personal selling - personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. Public relations (pr) - building good 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 cultivate lasting customer relationships. The entire marketing mix - promotion, product, price, and place must be coordinated for greatest communication impact.