Lecture%2016_Ch16_Marketing%20Communications_P

Lecture%2016_Ch16_Marketing%20Communications_P - Marketing...

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Marketing Communications
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Learning Objectives Introducing integrated marketing communications Understand and discuss promotion mix Channel promotion strategies Push v. Pull strategies
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Promotion and Communications Communication by marketers that informs , persuades , and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotion campaign: A series of promotional activities aimed at achieving a specific objective or set of objectives Image building Product differentiation To whom does an organization communicate? Customers Investors Employees Government regulators Industry Marketing intermediaries/suppliers
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Integrated Marketing Communications (IMC) The coordination and integration of all promotional activities for a product or service to deliver a clear, consistent and compelling messages to target market A plan that evaluates the strategic roles of several communications Media advertising Direct marketing Interactive/internet marketing Sales promotion Publicity/Public relations 3C: clear, consistent and compelling
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IMC carefully blends all the necessary promotion tools Advantage: produce better communications consistency and greater sales impact. Disadvantage: economies of scale are often not
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This note was uploaded on 04/07/2009 for the course MRKT 101 taught by Professor Wormer during the Spring '08 term at McGill.

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Lecture%2016_Ch16_Marketing%20Communications_P - Marketing...

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