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Unformatted text preview: Chapter 12 Creating Customer Value: Advertising, Sales Promotion, and Public Relations Previewing the Concepts: Chapter Objectives 1. Discuss the process and advantages of integrated marketing communications in communicating customer value. 2. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. 3. Describe and discuss the major decisions involved in developing an advertising program. 4. Explain how sales promotion campaigns are developed and implemented. 5. Explain how companies use public relations to communicate with their publics. J UST THE B ASICS Chapter Overview This chapter discusses the importance of coordinating the company’s marketing mix components and integrating all the messaging elements into one cohesive unit. A company’s marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to pursue its advertising and marketing objectives. Customers don’t distinguish between message sources the way marketers do. In the consumer’s mind, advertising messages from different media and different promotional approaches all become part of a single message about the company. Conflicting messages from these different sources can result in confused company images and brand positions. The problem is that different communications usually come from different company sources. Under integrated marketing communications, the company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands. Integrated marketing communications involve identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Marketers are moving toward viewing communications as managing the customer relationship over time. Thus, the communications process should start with an audit of all the potential contacts target customers may have with the company and its brands. 13 The chapter covers each marketing communications and promotion tool in detail, explaining how they are each used, their advantages and disadvantages, and how to best plan each communication, as well as the overall process and communications mix. Also described are the factors that influence the marketer’s choice of promotion tools. Chapter Outline 1. Introduction a. Crispin Porter + Bogusky (CP+B) is right where it’s at in today’s advertising. Working with modest ad budgets, CP + B has riveted customers’ attention with startling guerrilla tactics, unconventional use of media, and holistic marketing strategies that tie everything together....
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This note was uploaded on 03/24/2012 for the course ECON 201 taught by Professor Kovak during the Winter '09 term at Air Force Academy.
- Winter '09