TAILIEUCHUNG - 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. | Communicating Customer Value: Integrated Marketing Communications Strategy LECTURE-20 1 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 Topic Outline 2 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 A company’s total promotion mix—also called its marketing communications mix—consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. 3 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 Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. advertising includes broadcast, print, Internet, mobile, outdoor, and other forms. 4 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 Note to Instructor Discussion Question What sales promotions have you seen in the last two months? They will often mention similar coupon books, fast food contests, and demonstrations in stores. Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service. Sales promotion includes discounts, coupons, displays, and demonstrations. 5 The Promotion Mix Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good .

• Marketing - Bán hàng
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Communicating customer value
• Integrated marketing communications strategy
• Marketing process
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing