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Lecture fundamentals of marketing - Lecture 20: Communicating customer value: Integrated marketing communications strategy

After studying this chapter you will be able to understand: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication. | LECTURE 20 Communicating Customer Copyright 2012 Pearson Education Inc. Publishing as Prentice Hall 1- 1- 11 Topic Outline The Promotion Mix Integrated Marketing Communications A View of the Communications Process Steps in Developing Effective Marketing Communication Setting the Total Promotion Budget and Mix Socially Responsible Marketing Communication Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall The Promotion Mix 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 Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall The Promotion Mix 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 Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall The Promotion Mix 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 Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall The Promotion Mix 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 Copyright 2012 pages Pearson Education Inc. 1- 6 Publishing as Prentice Hall The Promotion Mix The Promotion Mix Personal selling is the personal presentation by the firm s sales force for the purpose of making sales and building customer relationships Sales presentations Trade shows Incentive programs Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall The Promotion Mix The Promotion Mix Direct marketing involves making direct