Note-Chapter_14

Note-Chapter_14 - MKT 3401 Fall 2009 Section 01, 02 NOTE...

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MKT 3401 Fall 2009 Section 01, 02 Yinglu Wu NOTE CH 14 Chapter 14 Integrated Marketing Communications Promotion : communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional mix : Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Advertising: impersonal, one-way mass communication about a product or organization that is paid for by a marketer Public relations: the marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. Sales promotion: marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness. Personal selling:
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This note was uploaded on 03/01/2010 for the course MKT 3401 taught by Professor Jaber during the Fall '08 term at LSU.

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Note-Chapter_14 - MKT 3401 Fall 2009 Section 01, 02 NOTE...

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