MKTG 301 Chapter Notes - Chapter 12: Public Relations, Native Advertising, Integrated Marketing Communications
Document Summary
Integrated marketing communications(imcs): carefully integrating and coordinating the company"s many communications channels to deliver a clear, consistent, and compelling message about the organization and its brand. Public relations: building good relations with the company"s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Content marketing: creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned and shared channels. Push strategy: involves pushing the product through marketing channels to final consumers. Pull strategy: producer directs marketing activities toward final consumers to induce them into buying the product. Advertising: any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Ad objective: to help engage customers and build customer relationships by communicating customer value. Can be classified by their purpose to inform, persuade or remind.
