Intro Mktg - 10 - Marketing Communications - ch 14 & 15

Intro Mktg - 10 - Marketing Communications - ch 14...

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1 MARKETING COMMUNI- CATIONS 14 C HAPTER MKTG 2270 March 25, 2007
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2 Marketing Communications Mix The specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its communication objectives. The Marketing Communications Mix
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3 To create a marketing communication mix, a company has 5 basic promotional elements to choose from: Advertising : Any paid form of communication in which the sponsor is identified Personal selling : Personal presentation by the firm’s salesforce for the purpose of making sales Sales promotion : Short-term incentives to encourage the purchase or sale of a product or service Public relations : Building good relationships with the company’s various publics Direct marketing : Direct communications w/ individual consumers
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The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Integrated Marketing Communications
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This note was uploaded on 10/19/2011 for the course MARKETING 2270 taught by Professor Kim during the Spring '11 term at Dalhousie.

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Intro Mktg - 10 - Marketing Communications - ch 14...

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