MGMA01H3 Chapter 14: Chapter 14 Notes
Document Summary
Imc leads to a total marketing communications strategy aimed at building strong customer relationships by showing how the company and its products can help customers solve their problems. Steps in developing effective marketing communications: marketers must do the following: identify the target audience, determine the communication objectives, design a message, choose the media through which to send the message, select the message source, and collect feedback. Reviewing objectives and key terms: define the five promotion mix tools for communicating customer value. A company"s total promotion mix also called its marketing communications mix consists of the specific blend of advertising, personal selling, sales promotion, public relations, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising includes any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. In contrast, public relations focuses on building good relations with the company"s various publics by obtaining favourable unpaid publicity.
