BA 332 Exam 4 Review

BA 332 Exam 4 Review - Chapter 12 The Need for Integrated...

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Chapter 12 The Need for Integrated Marketing Communications o Companies coordinate promotion elements to deliver a clear, consistent, and compelling message about the organization and its products. o IMC calls for recognizing all contact points where the customer may encounter the company and its brands o Each brand contact will deliver a message, whether good, bad, or indifferent o IMC involves indentifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response o Today, marketers are viewing communications as helping to manage the customer relationship over time o There is a need for everyone to be on the same page Advertising messages are planned and implemented by the advertising departments or sub departments Personal Selling communications are developed by sales management Other company specialists are responsible for public relations, sales promotion events, Internet marketing, and other forms of marketing communications Promotion Mix o Specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing that a company uses to persuasively communicate customer value and build customer relationships Five Promotion Tools o Advertising (Uses Broadcast, Print, Internet, Outdoor, and other forms) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor (Positive) Can reach masses of geographically dispersed members (Positive) Can repeat message many times (Negative) Is impersonal, one-way communication (Negative) Can be very costly for some media types US advertisers spend more than $237 billion each year; worldwide spending approaches $470 billion Consumers tend to view advertised products as more legitimate Who uses Advertising? o Business Firms o Nonprofit Organizations o Professionals o Social Agencies o Government o Sales Promotion (Uses discounts, coupons, displays, premiums, and demonstrations) Short-term incentives to encourage the purchase or sale of a product or service Wide assortment of tools Whereas advertising says “buy our product,” sales promotion says “buy it now” (Positive) Attracts customer attention Offers strong incentives to buy (Positive) Invites and rewards quicker consumer response
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(Negative) Efforts are short-lived (Negative) Not as effective as advertising or personal selling in building long- run brand preference and customer relationships o Public Relations (Uses Press releases, Sponsorships, Special Events, and Web pages) Building good relations with the company’s various publics by obtaining favorable publicity, building up corporate image, and handling or heading off unfavorable rumors, stories, or events Very believable Reaches people who avoid salespeople and ads Can dramatize a product or company Tends to be used as an afterthought Planned use can be effective and economical
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BA 332 Exam 4 Review - Chapter 12 The Need for Integrated...

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