Marketing Strategy And Mixed Strategy Essay

1383 words - 6 pages

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i t 's good and good for you
Chapter Fourteen
Communicating Customer Value: Integrated Marketing
Communications Strategy

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• The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships
The Promotion Mix

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Figure 14.1
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The Promotion Mix
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
• Broadcast
• Print
• Internet
• Outdoor
The Promotion Mix

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Advertising Setting Advertising Objectives
An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time

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Table 15.1
Possible Advertising Objectives

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The Promotion Mix
Sales promotion is the short-term incentive to encourage the purchase or sale of a product or service
• Discounts
• Coupons
• Displays
• Demonstrations
The Promotion Mix

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The Promotion Mix
Public relations involves 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
• Press releases • Sponsorships • Special events • Web pages
The Promotion Mix

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• Public relations department functions include:
• Press relations or press agency
• Product publicity
• Public affairs
• Lobbying
• Investor relations
• Development
Public Relations

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Public Relations
• Lower cost than advertising
• Stronger impact on public awareness than advertising
The Role and Impact of Public Relations

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Public Relations
Major Public Relations Tools
News Speeches Special events
Written materials
Corporate identity
Public service activities
Buzz marketing Social

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The Promotion Mix
Personal selling is the personal presentation by the firm's sales force for the...

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