MK 201 Chapter Notes - Chapter 14: Integrated Marketing Communications, Promotional Mix, Direct Marketing
25 Oct 2016
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Promotional mix the combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers. Integrated marketing communications the concept or designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences. Integrated marketing communications developing the promotional mix. Companies must create and maintain a test-result data base that allows comparisons of the relative impact of the promotional tool and their execution option in varying situation. Create processes that facilitates their design and use. Telemarketing receives the highest level of expenditures. Consumers don"t have to go to a store. Can usually shop 24 hours a day. Direct orders the results of direct marketing offer that contain all the information necessary for a potential buyer to make a decision to purchase and complete the transaction. Lead generation the result of a direct marketing offer designed to generate interest in a product or a service and a request for additional information.
