Topic 6 : Promotion Flashcards
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 relationship
The five major promotion tools are defined as follows
•Advertising: Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
•Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service.
•Personal selling: Personal presentation by the firm’s salesforce for the purpose of making sales and building customer relationships.
•Public relations: Building good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image and handling or pre-empting unfavourable rumours, stories and events.
•Direct and digital marketing: Interacting directly with carefully targeted individual consumers and communities to both obtain an immediate response and build lasting customer relationships
Several major factors are changing the face of today’s marketing communications.
First, consumers are changing. In this digital, wireless age, they are better informed and more communications empowered.
Second, marketing strategies are changing. As mass markets have fragmented, marketers are shifting away from mass marketing.
Finally, sweeping changes in digital technology are causing remarkable changes in the ways in which companies and customers communicate with each other.
The need for integrated marketing communications
Today, more companies are adopting the concept of integrated marketing communications (IMC). Under this concept, the company carefully integrates its many communications channels to deliver a clear, consistent and compelling message about the organisation and its brands.
