MGMA01H3 Chapter 18: chapter 18
15 Apr 2011
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Document Summary
Integrated marketing communications (imc: a vast array of communication alternatives should be integrated to create greatest impact. Imc looks at company information outputs from customers perspective: includes all of the other ways customer learns about the company and product. Information such as demographics, lifestyle, and brand preferences. The communications process: sender is source of the communications system, seek to convey a message to a receiver. The marketing communications mix: marketing communications mix is the blend of personal selling and nonpersonal communication (including advertising, sales promotion, public relations, sponsorship marketing, and point-of- purchase communications) by marketers in attempt to accomplish information and persuasion objectives. Personal selling: personal selling is a seller"s promotional presentation conducted on a person-to-person basis with the buyer. Mix elements: choosing a proper mix of communications elements is one of the most difficult tasks facing the marketing manager.
