Management and Organizational Studies 2320A/B Chapter 14: Chapter 14 - Integrated Marketing Communications Strategy

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Gail Robertson

Document Summary

Promotion mix (marketing communications mix) the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Five major promotional tools: advertising, sales promotion, personal selling, public relations, direct marketing. The products design, price, the shape and color of its package, and the stores that sell it all communicate something to buyers. Entire marketing mix must be coordinated for greatest communication impact. No other area of marketing is changing so profoundly as marketing communications. The new marketing landscape: factors changing marketing communications: consumers are changing digital wireless age, more informed. Connect with consumers to exchange brand-related information or create own marketing message. marketing strategies are changing shifting away from mass marketing, developing focused marketing programs. Designed to build closer relationships with customers in more narrowly defined micromarkets. sweeping changes in communications technology new media for interacting with targeted consumers. Give consumers more control over the nature and.