ADV 3008 Chapter Notes - Chapter 1: Personal Selling, Marketing Mix, Agribusiness
12 Sep 2018
School
Department
Course
Professor
Document Summary
Marketing communications: the various e orts and tools companies use to initiate and maintain communication with customers and prospects, including solicitation letters, newspaper ads, event sponsorships, publicity, telemarketing, statement stu ers, coupons, etc, integrated marketing communications (imc) The process of building and reinforcing relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enable them to make constructive contact with the company/brand through variety of media. When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands. Why do companies practice imc: helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages, helps companies initiate, develop, and nurture relationships with important groups (customers) Brand messages: tell a story about an ordinary person, sees an ad and buys a product. Beginning of 20th century, de ned advertising as: salesmanship in print, driven by a reason why.
