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MKT291Ch.15 - Chapter 15 Promotional Mix o Integrated...

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Chapter 15 Promotional Mix o The combination of one or more of the communication tools used to inform, persuade, or remind prospective buyers Integrated Marketing Communications o The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences Communication o The process of conveying a message to others; requires 6 elements: a source, a message, a channel of communication, a receiver, and the process of encoding/decoding Promotional Elements o Advertising Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor o Personal Selling The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision o Public Relations A form of communication management that seeks to influence the
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