Course Hero 36

Course Hero 36 - or solicit response or dialogue from...

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1 . Describe the eight major modes of communication in the communications mix. The marketing communication mix consists of eight major modes of communication. 1. Advertising – Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 2. Sales promotion – A variety of short-term to encourage trial or purchase of a product or service. 3. Events and experiences – Company-sponsored activities and programs designed to create daily or special brand-related interactions. 4. Public relation and publicity – A variety of programs designed to promote or protect a company’s image or its individual products. 5. Direct marketing – Use of mail, telephone, fax, e-mail, or Internet to communicate directly with
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Unformatted text preview: or solicit response or dialogue from specific customers and prospects. 6. Interactive marketing Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services. 7. Word-of-mouth marketing - People-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services. 8. Personal selling Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders....
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.

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