Chapter 18- Integrated Marketing Communications

Chapter 18 - Integrated Marketing Communications 3 Tasks of Promotion - To inform To persuade To remind Communication Process - Noise Sender: send the message Encoding Message Channel: medium and the message should be done at the same time Decoding the message Receiver: received the message Feedback For what purpose is personal selling used in the introductory stage of the PLC of consumer products? - To sell the product to wholesalers and retailers (distributors). Marketing Channel - The path products take from the producer to the consumer. Manufacturer --> Wholesaler --> Retailer --> Consumer Promotional Mix - Advertising: any paid form of non -personal presentation and promotion of ideas, goods, or services by an identified sponsor Personal Selling: oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales Public Relations: the management of the company's image, crisis management, and media relations 2 Types: Institutional Advertising: ads to promote the company image Publicity: getting your commercial message published in the media in the form of news Sales Promotion: those marketing activities, other than above, that stimulate consumer demand and dealer effectiveness (coupons, rebates, contests, free samples, etc.) Direct Marketing: communicating directly with target customers (telephone, mail, infomercials, e -mail) Electronic Media: use of Web sites, corporate blogs, social marketing, and online games