MBLecture6ht08 - 08-09-29 Lecture 6 Marketing communication...

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08-09-29 1 Lecture 6 Marketing communication Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. Promo%on mix The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships
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2 Communication Tools Advertising -Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Print and broadcast ads Motion pictures Brochures and booklets Posters Billboards Communication Tools Sales Promotion -Sales promotions are short-term incentives to encourage the purchase or sale of a product or service Contests, games, Sampling Trade shows, exhibits Coupons Rebates Communication Tools Public Relations Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Speeches
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This note was uploaded on 12/06/2010 for the course BUSINESS EFO202 taught by Professor Anna during the Spring '07 term at Mälardalens högskola.

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MBLecture6ht08 - 08-09-29 Lecture 6 Marketing communication...

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