RSM100Y1 Chapter Notes - Chapter 13: Integrated Marketing Communications, Sales Promotion, Personal Selling
Document Summary
Promotion- the function of informing, persuading, and influencing a purchase decision. Integrated marketing communications (imc)- the coordination of all promotional activities- media advertising, direct mail, personal selling, sales promotion, and public relations- to produce a unified, customer-focused promotional strategy. Focuses on customer needs to create a unified promotional message in the firm"s ads, in-store displays, product samples, and presentations. Promotional mix- the combination of personal and nonpersonal selling that marketers use to meet the needs of a firm"s target customers and to effectively and efficiently communicate its message to them. Personal selling- the most basic form of promotion: a direct person-to-person promotional presentation to a potential buyer. Nonpersonal selling- forms of selling such as advertising, sales promotion, direct marketing, and public relations, advertising is the best known form. Business-to-business focuses more on personal selling, while consumer-goods uses more nonpersonal selling. Promotional strategy objectives include: providing information, differentiating a product, increasing sales, stabilizing sales, and highlighting a product"s value.
