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Unformatted text preview: Chapter 17: Designing and Managing I ntegrated Communications • Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers - directly or indirectly – about the products and brands they sell. • The marketing communications mix consists of eight major modes of communication: o Advertising – Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. o Sales promotion – A variety of short-term incentives to encourage trial or purchase of a product or service. o Events and experiences – Company-sponsored activities and programs designed to create daily or special brand-related interactions. o Public relations and publicity – A variety of programs designed to promote or protect a company’s image or its individual products. o Direct marketing – use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects.and prospects....
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- Spring '11