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The document outlines the 6 main components of a company's marketing communications mix: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. It provides a brief 1-sentence definition for each component and notes they are ways for a company to communicate its message to customers. The document was written by Ricardo Vanegas in 2011 to describe the marketing communications mix.
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Marketing communications mix
The document discusses the marketing communications mix, which consists of 6 ways for companies to communicate their message to customers: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. Each of these channels is briefly defined. The document was written by Ricardo Vanegas in 2011 to provide a brief overview of the marketing communications mix.
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
Communication mix
The document discusses various aspects of communication mix, which is aimed at creating awareness and persuading customers about a product or service. It defines the different tools in the marketing communications mix - advertising, personal selling, sales promotion, public relations, direct marketing, sponsorship and viral marketing. It then explains promotion, merchandising and promotional merchandising in detail. Promotion involves disseminating information about a product using various above-the-line and below-the-line techniques, while merchandising refers to methods to maximize merchandise sales using product design, packaging and pricing. Promotional merchandising uses various techniques to stimulate consumer spending.
Marketing mix promotion
The document discusses marketing promotion strategies. It describes the promotional mix, which includes advertising, public relations, personal selling, direct mail, and sales promotion. Some specific promotional activities that are mentioned include celebrity endorsements, discount coupons, press conferences, client meetings, word-of-mouth publicity, outdoor advertising, point-of-sale displays, branded t-shirts, and push and pull strategies to market products to retailers and consumers. The goal of promotion is to clearly communicate the benefits of a product or service to the target market.
Marketing communication mix
Companies must allocate their marketing communications budget across six major modes: advertising, sales promotion, public relations, events, sales force, and direct marketing. The allocation depends on factors like the product, buyer readiness stage, product life stage, and measuring communication results. Consumer markets tend to spend more on sales promotion and advertising, while business markets spend more on personal selling. Different communication tools are most effective at different stages of buyer readiness and the product life cycle. Senior managers want to know the outcomes and revenues from communication investments, so communication directors must measure the impact on audiences.
The Marketing Communication MIX | August 2017
Presentation presented by Hany Sewilam AbdelHamid @Dubai Media City - Arab Business Conference - August 2017 about the marketing communication mix between the USP & 4Ps
Ch15 promotion mix
This document discusses marketing communication and personal selling. It covers the different elements of a promotional mix, including advertising, personal selling, sales promotions, publicity and public relations. It explains how these promotional tools can be used to inform, persuade and remind potential customers. The document also discusses factors that influence the promotional mix, such as the product, its life cycle stage, the target market and type of buying decision. It provides details on personal selling, including the steps in the selling process and sales management.
Integrated marketing communications program
The document defines integrated marketing communications (IMC) as a strategic planning process that coordinates various communication options to effectively reach target audiences. IMC aims to generate both short-term financial returns and long-term brand value. Key criteria for IMC include evaluating how well each communication option covers the audience, contributes to desired responses, reinforces common messages, complements other options, can be adapted for different groups, and weighs the costs of each option. The goal is an integrated communications program that is both effective and efficient.
Recommended
Marketing communications mix
The document discusses the marketing communications mix, which consists of 6 ways for companies to communicate their message to customers: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. Each of these channels is briefly defined. The document was written by Ricardo Vanegas in 2011 to provide a brief overview of the marketing communications mix.
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
Communication mix
The document discusses various aspects of communication mix, which is aimed at creating awareness and persuading customers about a product or service. It defines the different tools in the marketing communications mix - advertising, personal selling, sales promotion, public relations, direct marketing, sponsorship and viral marketing. It then explains promotion, merchandising and promotional merchandising in detail. Promotion involves disseminating information about a product using various above-the-line and below-the-line techniques, while merchandising refers to methods to maximize merchandise sales using product design, packaging and pricing. Promotional merchandising uses various techniques to stimulate consumer spending.
Marketing mix promotion
The document discusses marketing promotion strategies. It describes the promotional mix, which includes advertising, public relations, personal selling, direct mail, and sales promotion. Some specific promotional activities that are mentioned include celebrity endorsements, discount coupons, press conferences, client meetings, word-of-mouth publicity, outdoor advertising, point-of-sale displays, branded t-shirts, and push and pull strategies to market products to retailers and consumers. The goal of promotion is to clearly communicate the benefits of a product or service to the target market.
Marketing communication mix
Companies must allocate their marketing communications budget across six major modes: advertising, sales promotion, public relations, events, sales force, and direct marketing. The allocation depends on factors like the product, buyer readiness stage, product life stage, and measuring communication results. Consumer markets tend to spend more on sales promotion and advertising, while business markets spend more on personal selling. Different communication tools are most effective at different stages of buyer readiness and the product life cycle. Senior managers want to know the outcomes and revenues from communication investments, so communication directors must measure the impact on audiences.
The Marketing Communication MIX | August 2017
Presentation presented by Hany Sewilam AbdelHamid @Dubai Media City - Arab Business Conference - August 2017 about the marketing communication mix between the USP & 4Ps
Ch15 promotion mix
This document discusses marketing communication and personal selling. It covers the different elements of a promotional mix, including advertising, personal selling, sales promotions, publicity and public relations. It explains how these promotional tools can be used to inform, persuade and remind potential customers. The document also discusses factors that influence the promotional mix, such as the product, its life cycle stage, the target market and type of buying decision. It provides details on personal selling, including the steps in the selling process and sales management.
Integrated marketing communications program
The document defines integrated marketing communications (IMC) as a strategic planning process that coordinates various communication options to effectively reach target audiences. IMC aims to generate both short-term financial returns and long-term brand value. Key criteria for IMC include evaluating how well each communication option covers the audience, contributes to desired responses, reinforces common messages, complements other options, can be adapted for different groups, and weighs the costs of each option. The goal is an integrated communications program that is both effective and efficient.
V.vijay promotional mix
The document discusses marketing promotion strategies. It defines promotion as communication to inform, persuade, and remind potential buyers about a product to influence opinions and elicit responses. It also discusses the promotional mix, promotional tools like advertising, public relations, personal selling and sales promotion. Promotional strategy is a plan for optimal use of these promotional elements to reach the target market and achieve organizational goals. The more funds and emphasis placed on each element, the more important it is considered in the promotional mix.
Integrated Marketing Communications
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Essence of advertising in promotion mix
My BBA (H) viva project on marketing.
Some slides contain animations, download to watch the whole presentation. Please share if you like it.
Feel free to give your feedback.
Promotion mix
The promotional mix refers to the combination of marketing communication tools used to promote a product. It typically includes advertising, sales promotions, public relations, personal selling, and direct marketing. Each tool has its own strengths and weaknesses in terms of cost, reach, ability to personalize a message, and impact on long-term brand awareness versus short-term sales. Companies must strategically select and integrate the appropriate mix of tools to promote their products effectively.
Promotion mix
The promotion mix is the combination of different types of promotion used to keep products in customers' minds and stimulate demand. It includes advertising, sales promotion, publicity, and personal selling. Advertising involves paid, non-personal communication through various media to inform customers and influence attitudes. Sales promotion uses short-term incentives like discounts to encourage purchases. Personal selling involves face-to-face interactions between salespeople and customers to build relationships and make sales. Publicity involves unpaid news and stories about a company to gain attention.
Intergrated marketing communication
The document discusses integrated marketing communication (IMC), which involves coordinating various promotional elements and marketing activities to provide clarity and consistency in communicating with customers. IMC considers all customer touchpoints with a brand from advertising to product packaging. The document outlines the history and evolution of IMC since the 1980s, when companies began integrating promotional tools beyond just advertising. It also discusses the various IMC tools including advertising, sales promotion, public relations, direct marketing and their roles in developing brand identity and a unified customer experience.
Promotion
The document discusses various marketing communication tools including personal selling, advertising, sales promotion, and publicity. It provides definitions and discusses how companies use these tools to communicate with customers, influence media coverage, sponsor events, and promote their products. Some key aspects covered include developing sales strategies and territories, managing the sales force, using different media for advertising, and evaluating the effectiveness of communication and sales tasks.
Promotional strategies
The document discusses the marketing mix strategies used by Life Insurance Corporation of India (LIC). It outlines the key elements of LIC's marketing mix - product, price, place, promotion, people, process, and physical distribution. LIC offers various insurance products to meet customer needs. It prices products competitively and uses a wide network of agents and branches for promotion and distribution of policies across the country.
Promotion mix
This document provides an overview of promotion mix, including the meaning and objectives. It discusses the different kinds of promotion like informative, persuasive, and reminder promotion. It covers the various approaches and elements of promotion mix such as advertising, personal selling, sales promotion, and public relations. Advertising, personal selling, and sales promotion techniques are explained in further detail. The document also discusses the roles and qualities of an effective salesperson and how public relations can benefit a company.
What is communication mix , and how should it be set
This document discusses communication mix and how companies should allocate their marketing budgets across 7 modes of communication. The 7 modes are advertising, sales promotion, public relations and publicity, events and experiences, direct and interactive marketing, word-of-mouth marketing, and personal selling. It notes that consumer marketers tend to spend more on sales promotion and advertising, while business marketers focus more on personal selling. The communication mix should vary based on factors like the type of market and the cost effectiveness of each channel.
Integrated Marketing Communications
The document discusses integrated marketing communications (IMC). IMC is the concept where a company carefully integrates and coordinates its various communication channels, like advertising, sales promotion, public relations, etc. to deliver a consistent message about the organization and its products. The document then covers topics like the promotional mix, communication process, and three reasons for adopting an IMC approach including media explosion, consumers taking more control, and branding becoming increasingly important.
Chapter02 introduction to advertising
This document discusses key aspects of integrated marketing communications (IMC) and the marketing process. It covers topics like market segmentation, target marketing, positioning strategies, branding, packaging, pricing, distribution channels, and promotional strategies. The goal of IMC is to create a clear and consistent message across all marketing communication channels to help influence and engage consumers.
Promotion mix (tools)
This document discusses various promotion mix tools used in integrated marketing communication, including advertising, sales promotion, public relations, and personal selling. It defines each tool and outlines their objectives such as building awareness, creating interest, providing information, and stimulating demand. Advertising is defined as a paid, non-personal form of mass communication used to promote products and services. Sales promotion includes short-term incentives to encourage purchases. Public relations involves planned efforts to build goodwill through credible communications. Personal selling is direct communication between sales representatives and prospects that can lead to transactions and relationships.
Promotional Mix
The promotional mix refers to the combination of advertising, public relations, personal selling, sales promotion, and direct marketing techniques used by marketers to achieve promotional goals and objectives. The goals are to increase demand for a product or service, inform customers, and distinguish the product in the marketplace. Each element - such as advertising, public relations, and personal selling - plays a unique role in communicating information to potential customers to influence their opinions and purchase decisions.
Promotional mix
The document discusses different elements of a promotional mix and their pros and cons. It covers advertising which can be creative but also time consuming; displays which provide in-store promotion but are limited locally; personal selling which helps with individual customer needs but can be high pressure; public relations which builds reputation but can be expensive; and sales promotions which create good customer response but lose impact when overused by competitors.
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There are 9 main types of advertising: brand advertising to establish identity; retail or local advertising for a certain area; political advertising for politicians; directory advertising with lists of products and services; direct response advertising through direct contact; business to business focusing on groups; institutional advertising to form company identity; public service advertising for good causes; and interactive advertising through digital media.
Promotion mix
The document discusses promotion and a company's promotion mix. It defines promotion as communicating information between a seller and potential buyer to influence attitudes and behavior. A promotion mix is the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing that a company uses to communicate value to customers. The promotion mix seeks to inform, persuade, and remind potential buyers in order to influence opinions, elicit responses, and shift demand curves. An effective promotion mix is important as it can increase sales, market share, brand loyalty, and product differentiation for a company.
The promotion mix
The promotional mix refers to the combination of different types of promotion used to keep products in customers' minds and stimulate demand. The ongoing promotional activities that make up the promotional mix include advertising, sales promotion, public relations, personal selling, and direct marketing. Each activity has its own strengths - advertising reaches large audiences with high frequency but is impersonal, while personal selling allows for feedback in building strong customer relationships.
Promotion 01
Promotion refers to marketing communications used to inform and persuade customers about a company's products. The promotional mix includes advertising, public relations, personal selling, sales promotion, and direct marketing. Major promotional tools are advertising (paid non-personal promotion), sales promotion (short-term incentives), personal selling (salespeople building relationships), public relations (building a good image), and direct marketing (direct customer connections). Advertising objectives can be informative, persuasive, or reminder-based. Sales promotion uses consumer incentives to encourage immediate purchase. Personal selling involves salespeople prospecting, communicating, selling, and servicing through relationship building.
The promotion mix
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V.vijay promotional mix
The document discusses marketing promotion strategies. It defines promotion as communication to inform, persuade, and remind potential buyers about a product to influence opinions and elicit responses. It also discusses the promotional mix, promotional tools like advertising, public relations, personal selling and sales promotion. Promotional strategy is a plan for optimal use of these promotional elements to reach the target market and achieve organizational goals. The more funds and emphasis placed on each element, the more important it is considered in the promotional mix.
Integrated Marketing Communications
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Essence of advertising in promotion mix
My BBA (H) viva project on marketing.
Some slides contain animations, download to watch the whole presentation. Please share if you like it.
Feel free to give your feedback.
Promotion mix
The promotional mix refers to the combination of marketing communication tools used to promote a product. It typically includes advertising, sales promotions, public relations, personal selling, and direct marketing. Each tool has its own strengths and weaknesses in terms of cost, reach, ability to personalize a message, and impact on long-term brand awareness versus short-term sales. Companies must strategically select and integrate the appropriate mix of tools to promote their products effectively.
Promotion mix
The promotion mix is the combination of different types of promotion used to keep products in customers' minds and stimulate demand. It includes advertising, sales promotion, publicity, and personal selling. Advertising involves paid, non-personal communication through various media to inform customers and influence attitudes. Sales promotion uses short-term incentives like discounts to encourage purchases. Personal selling involves face-to-face interactions between salespeople and customers to build relationships and make sales. Publicity involves unpaid news and stories about a company to gain attention.
Intergrated marketing communication
The document discusses integrated marketing communication (IMC), which involves coordinating various promotional elements and marketing activities to provide clarity and consistency in communicating with customers. IMC considers all customer touchpoints with a brand from advertising to product packaging. The document outlines the history and evolution of IMC since the 1980s, when companies began integrating promotional tools beyond just advertising. It also discusses the various IMC tools including advertising, sales promotion, public relations, direct marketing and their roles in developing brand identity and a unified customer experience.
Promotion
The document discusses various marketing communication tools including personal selling, advertising, sales promotion, and publicity. It provides definitions and discusses how companies use these tools to communicate with customers, influence media coverage, sponsor events, and promote their products. Some key aspects covered include developing sales strategies and territories, managing the sales force, using different media for advertising, and evaluating the effectiveness of communication and sales tasks.
Promotional strategies
The document discusses the marketing mix strategies used by Life Insurance Corporation of India (LIC). It outlines the key elements of LIC's marketing mix - product, price, place, promotion, people, process, and physical distribution. LIC offers various insurance products to meet customer needs. It prices products competitively and uses a wide network of agents and branches for promotion and distribution of policies across the country.
Promotion mix
This document provides an overview of promotion mix, including the meaning and objectives. It discusses the different kinds of promotion like informative, persuasive, and reminder promotion. It covers the various approaches and elements of promotion mix such as advertising, personal selling, sales promotion, and public relations. Advertising, personal selling, and sales promotion techniques are explained in further detail. The document also discusses the roles and qualities of an effective salesperson and how public relations can benefit a company.
What is communication mix , and how should it be set
This document discusses communication mix and how companies should allocate their marketing budgets across 7 modes of communication. The 7 modes are advertising, sales promotion, public relations and publicity, events and experiences, direct and interactive marketing, word-of-mouth marketing, and personal selling. It notes that consumer marketers tend to spend more on sales promotion and advertising, while business marketers focus more on personal selling. The communication mix should vary based on factors like the type of market and the cost effectiveness of each channel.
Integrated Marketing Communications
The document discusses integrated marketing communications (IMC). IMC is the concept where a company carefully integrates and coordinates its various communication channels, like advertising, sales promotion, public relations, etc. to deliver a consistent message about the organization and its products. The document then covers topics like the promotional mix, communication process, and three reasons for adopting an IMC approach including media explosion, consumers taking more control, and branding becoming increasingly important.
Chapter02 introduction to advertising
This document discusses key aspects of integrated marketing communications (IMC) and the marketing process. It covers topics like market segmentation, target marketing, positioning strategies, branding, packaging, pricing, distribution channels, and promotional strategies. The goal of IMC is to create a clear and consistent message across all marketing communication channels to help influence and engage consumers.
Promotion mix (tools)
This document discusses various promotion mix tools used in integrated marketing communication, including advertising, sales promotion, public relations, and personal selling. It defines each tool and outlines their objectives such as building awareness, creating interest, providing information, and stimulating demand. Advertising is defined as a paid, non-personal form of mass communication used to promote products and services. Sales promotion includes short-term incentives to encourage purchases. Public relations involves planned efforts to build goodwill through credible communications. Personal selling is direct communication between sales representatives and prospects that can lead to transactions and relationships.
Promotional Mix
The promotional mix refers to the combination of advertising, public relations, personal selling, sales promotion, and direct marketing techniques used by marketers to achieve promotional goals and objectives. The goals are to increase demand for a product or service, inform customers, and distinguish the product in the marketplace. Each element - such as advertising, public relations, and personal selling - plays a unique role in communicating information to potential customers to influence their opinions and purchase decisions.
Promotional mix
The document discusses different elements of a promotional mix and their pros and cons. It covers advertising which can be creative but also time consuming; displays which provide in-store promotion but are limited locally; personal selling which helps with individual customer needs but can be high pressure; public relations which builds reputation but can be expensive; and sales promotions which create good customer response but lose impact when overused by competitors.
9 types of advertising
There are 9 main types of advertising: brand advertising to establish identity; retail or local advertising for a certain area; political advertising for politicians; directory advertising with lists of products and services; direct response advertising through direct contact; business to business focusing on groups; institutional advertising to form company identity; public service advertising for good causes; and interactive advertising through digital media.
Promotion mix
The document discusses promotion and a company's promotion mix. It defines promotion as communicating information between a seller and potential buyer to influence attitudes and behavior. A promotion mix is the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing that a company uses to communicate value to customers. The promotion mix seeks to inform, persuade, and remind potential buyers in order to influence opinions, elicit responses, and shift demand curves. An effective promotion mix is important as it can increase sales, market share, brand loyalty, and product differentiation for a company.
The promotion mix
The promotional mix refers to the combination of different types of promotion used to keep products in customers' minds and stimulate demand. The ongoing promotional activities that make up the promotional mix include advertising, sales promotion, public relations, personal selling, and direct marketing. Each activity has its own strengths - advertising reaches large audiences with high frequency but is impersonal, while personal selling allows for feedback in building strong customer relationships.
Promotion 01
Promotion refers to marketing communications used to inform and persuade customers about a company's products. The promotional mix includes advertising, public relations, personal selling, sales promotion, and direct marketing. Major promotional tools are advertising (paid non-personal promotion), sales promotion (short-term incentives), personal selling (salespeople building relationships), public relations (building a good image), and direct marketing (direct customer connections). Advertising objectives can be informative, persuasive, or reminder-based. Sales promotion uses consumer incentives to encourage immediate purchase. Personal selling involves salespeople prospecting, communicating, selling, and servicing through relationship building.
The promotion mix
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1. The document discusses different phases of marketing that businesses go through as they develop from initiating to self-developing.
2. It also describes an upcoming competition for registered Business Accelerator participants to win marketing services and prizes.
3. Finally, it outlines topics that will be covered on future teleconferences, including knowing your dynamic value, introducing yourself to sell, and mastering marketing tools.
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1. The document discusses different phases of marketing that businesses go through as they develop from initiating to self-developing.
2. It also describes an upcoming competition for registered Business Accelerator participants to win marketing services and prizes.
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Marketing 1.04 fall_2012
The document discusses the marketing mix, which includes the 4 P's of marketing: product, place, price, and promotion. For each P, companies must make strategic decisions. Product decisions include quality, features, branding etc. Place decisions involve distribution channels. Price establishes value and profits. Promotion uses advertising, sales, and publicity to generate customer response. Goals and objectives guide strategies and tactics to accomplish the marketing mix. Factors like demand, technology, and competition can drive changes to marketing strategies over time.
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Ash ppt1
- 1. A BRIEF DESCRIPTION OF THE MARKETING COMMUNICATIONS MIX By: Ricardo Vanegas – 2011
- 2. Marketing Communications Mix 6 Ways to Communicate your Message Advertising Sales Promotion Events and Experiences Public Relations and Publicity Direct Marketing Personal Selling Ricardo Vanegas – 2011
- 3. Advertising Any paid form of non-personal presentation and promotion of ideas, goods, or services Ricardo Vanegas – 2011
- 4. Sales Promotion A variety of short-term incentives to encourage trial or purchase of a product or service Ricardo Vanegas – 2011
- 5. Events and Experiences Company sponsored activities and programs designed to create daily or special brand-related interactions. Ricardo Vanegas – 2011
- 6. Public Relations & Publicity A variety of programs designed to promote or protect a company’s image or its individual products. Ricardo Vanegas – 2011
- 7. Direct Marketing Use of mail, telephone, fax, e- mail, or internet to communicate directly with or solicit response or dialogue from specific customers and prospects. Ricardo Vanegas – 2011
- 8. Personal Selling Face-to Face interaction with one or more prospective purchasers for the purpose of making presentation, answering questions, and procuring orders. Ricardo Vanegas – 2011