MKTG 300 Chapter Notes - Chapter 14: Integrated Marketing Communications

• School: University of San Diego
• Department: Marketing
• Course: MKTG 300
• Professor: O'' Neal Carlton

Document Summary

Abbreviations: - change; comp - company; mktg - marketing; cr - customer relationships. Places: 1) broadcast 2) print (trade pub) 3) website 4) social media 5) public affairs (promote to gov officials) Promotion mix (mktg communications mix) specific blend of promotion tools that the comp uses to persuasively communicate customer value and build cr. Advertising any paid form of nonpersonal presentation & promotion of ideas, g/s by identified sponsor. Public relations (pr) building good relations w comp"s various publics by obtaining favorable publicity, building a good corporate image, & handling/heading of unfavorable rumors, stories, & events. Sales promotion short term incentives to encourage the purchase or sale of a p/s. Personal selling personal presentation by the firm"s sales force for the purpose of engaging customers, making sales, and building cr. Direct and digital marketing engaging directly w/ carefully targeted individual consumers and customer communities to both obtain immediate response and build lasting cr.