MKTG 2030 Chapter Notes -Integrated Marketing Communications, Marketing Buzz, Sales Promotion
16 Mar 2014
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Document Summary
Marketing communication is general performs one or more of 4 roles: It reminds consumers to continue using certain brands. It persuades consumers to choose one brand over others. Consumers see these points of contact (or touchpoints") as a whole, and as a single company that speaks to them in different places and different ways. Multichannel promotional strategy is a marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities- selectively use some or all of these touchpoints to deliver a consistent message to their customers. Marketers seek to understand what info consumers want as well as how, when and where they want it- and then to deliver info about the product using the best combination of communication methods available to them. Some questions still exist and these get even more complicated because the communication options available to marketers change literally almost every day.
