Chapter 14 Study Notes

Chapter 14 Study - Chapter 14 1 Role importance of 5 tools in marketing communications mix 2 Understand steps in developing effective marketing

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Chapter 14 1. 2. Understand steps in developing effective marketing communications 3. affect design of promotion mix THE MARKETING COMMUNICATIONS MIX Made up of a blend of the following 5 tools Advertising:  Paid form of promotion of product by an identified sponsor Sales Promotion:  Such term incentives to improve sales Public Relations:  Maintaining a good relationship and image with the public Personal Selling:  Personal presentation to build customer relations Direct Marketing:  direct connections with target individuals to gain information or  build relationship Integrated Marketing Communications:  Company coordinates its various channels  of communication to deliver a clear consistent message about the company or product. STEPS IN DEVELOPING EFFECTIVE COMMUNICATION
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This note was uploaded on 05/22/2008 for the course COMM 212 taught by Professor Brentpearce during the Spring '08 term at McGill.

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Chapter 14 Study - Chapter 14 1 Role importance of 5 tools in marketing communications mix 2 Understand steps in developing effective marketing

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