(marketing communication mix)The combination of promotional tools an organization uses
advertising, sales promotion, public relations, personal selling, & direct marketing
What promotion mix consists of:
Managed efforts to create a message to be carried by a non-personal medium delivered by a third party and non-paid for by the sponsor stories, and events.
Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.
Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
integrated marketing communications (IMC)
carefully integrating and coordinating the company's communications channels to deliver a clear, consistent, and compelling message about the organization and its products
1. Generate attention
2. Be understood
3. Be believed
4. Be remembered
A good advertisement is expected to:
Specific Communication Task
Accomplished with a specific Target audience
During a specific period of Time
3 T's: Specifying Advertising Objectives
Building Primary demand, advertising that benefits consumers by giving information about a product
Build Secondary/Selective demand, communication used to motivate consumers to take action
1. Plan the message strategy
a. Identify customer benefits
b. Develop compelling creative concept - the 'Big Idea'
Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
________ define the task that advertising must do with a specific target audience during a specific period of time.
A company decides on its promotion budget by using four common methods to set the total budget for advertising
Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.