MarketingTest4 - Uses direct communication with consumers...

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Consists of the combination of one or more of the communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product The concept of designing marketing communications programs that coordinate all promotional activities —advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services A nonpersonal, indirect paid presentation of an organization, good, or service A short term inducement of value offered to arouse interest in buying a good or service
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Unformatted text preview: Uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet Consists of directing the promotional mix to channel members to gain their cooperation in odering and stocking the product Consists of directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor Advertisements that focus on selling a good or service and which take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder Consists of methods of obtaining nonpersonal presentation of an organization, good, or service without direct cost. Examples include news releases, new conferences, and public service announcements...
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