3023_m07_ch14_imc_net - Integrated Marketing Communications...

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Integrated Marketing Communications 14
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The Marketing Mix and Promotion Management Customer Customer Needs Needs Product Product Price Price Promotion Promotion Distribution Distribution a.k.a. Place a.k.a. Place
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The Marketing Mix and Promotion Management Customer Customer Needs Needs Promotion Promotion
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The Promotional Mix Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Advertising Public Relations Sales Promotion Personal Selling
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Marketing Communications Integrated Marketing Communications. .. Recognizes the added value of sending 1 unified message/theme across all communication variables used by a company when promoting a product, service or brand.
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Why IMC? Avoid duplication Synergy among tools Adapt to a changing environment
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The Promotional Mix Advertising Any paid form of nonpersonal communication about an organization, product, service or idea by an identified sponsor.
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3023_m07_ch14_imc_net - Integrated Marketing Communications...

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