Integrated MArketing Communication
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The document provides an introduction to marketing communication. It discusses how marketing communication is the process of disseminating information about an organization and its offerings to selected markets through various communication channels like advertising, branding, packaging, and sales presentations. Effective communication plays an important role in facilitating mutually beneficial relationships between organizations and buyers by inducing initial and repeat purchases. Marketing communication is a key part of an organization's integrated marketing strategy.
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1 imc introduction
The document discusses integrated marketing communications (IMC). IMC is defined as carefully integrating and coordinating a company's various communication channels to deliver a clear, consistent message about the organization and its products. This ensures all communication and messages are carefully linked together. IMC includes coordinating various promotional tools, including advertising, sales promotions, public relations, personal selling, and direct marketing to effectively communicate customer value. The promotion mix must also be aligned with other elements of the marketing mix, including product, price, and place. Recent technological advances have led to a new IMC model where companies engage in more targeted, personalized communication through specialized media channels rather than mass broadcasting.
Jc Mk261 Imc Presentation
The document discusses integrated marketing communication (IMC), including its objectives and various tools. IMC is defined as a process that coordinates all marketing communication contacts, media, messages and promotional tools to achieve marketing goals. The document outlines several key tools that comprise the IMC mix such as advertising, personal selling, sales promotion, public relations, and direct marketing. It also discusses how the marketing mix elements and brand communicate and notes that IMC objectives should be specific, measurable, achievable, realistic, relevant and timed.
Notes imc
Integrated marketing communication refers to integrating all methods of brand promotion to promote a product or service among target customers. This includes advertising, sales promotion, direct marketing, personal selling, public relations, and other communication tools. The goal is for all aspects of marketing communication to work together harmoniously for increased sales and maximum cost effectiveness. Creating a successful integrated marketing communication plan requires thorough research, clear objectives, understanding target audiences, monitoring competitors, evaluating results, and ensuring cooperation across departments.
Promotion mix objective
The document discusses the promotion mix, which is a combination of promotional methods used for a specific product or product line. The key elements of a promotion mix are advertising, direct marketing, personal selling, point-of-sale displays, and merchandising. Personal selling involves face-to-face communication between a seller and prospective buyer to persuade a purchase. Direct marketing contacts carefully selected customers directly through methods like telemarketing and direct mail. Merchandising involves display and sampling techniques used to promote sales at retail outlets.
Marketing mix
Marketing mix refers to the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.
Integrated marketing communication
Integrated marketing communication (IMC) is a planning process that links all forms of brand communications to ensure customers receive relevant and consistent messaging across media channels. IMC aims to coordinate different media types, both within and across channels, and personal and nonpersonal outlets to maximize impact. When implemented effectively, IMC can build brand equity, increase sales, strengthen message consistency, and enhance the ability to reach targeted customers at the right place and time.
Integrated Marketing Communication Mix
The document discusses marketing communications mix, which refers to the variety of strategies used to advertise and promote a business or product line. It focuses on the five main aspects: sales promotions, personal selling, direct marketing, general advertising, and public relations. Together these make up an organization's promotional mix to alert consumers to product benefits and availability. The goal is to effectively communicate with customers through an integrated approach.
Chap 1,growth of imc
This slide will give the overall view of growth of IMC(Integrated marketing communication) useful for chap-1 advertising
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1 imc introduction
The document discusses integrated marketing communications (IMC). IMC is defined as carefully integrating and coordinating a company's various communication channels to deliver a clear, consistent message about the organization and its products. This ensures all communication and messages are carefully linked together. IMC includes coordinating various promotional tools, including advertising, sales promotions, public relations, personal selling, and direct marketing to effectively communicate customer value. The promotion mix must also be aligned with other elements of the marketing mix, including product, price, and place. Recent technological advances have led to a new IMC model where companies engage in more targeted, personalized communication through specialized media channels rather than mass broadcasting.
Jc Mk261 Imc Presentation
The document discusses integrated marketing communication (IMC), including its objectives and various tools. IMC is defined as a process that coordinates all marketing communication contacts, media, messages and promotional tools to achieve marketing goals. The document outlines several key tools that comprise the IMC mix such as advertising, personal selling, sales promotion, public relations, and direct marketing. It also discusses how the marketing mix elements and brand communicate and notes that IMC objectives should be specific, measurable, achievable, realistic, relevant and timed.
Notes imc
Integrated marketing communication refers to integrating all methods of brand promotion to promote a product or service among target customers. This includes advertising, sales promotion, direct marketing, personal selling, public relations, and other communication tools. The goal is for all aspects of marketing communication to work together harmoniously for increased sales and maximum cost effectiveness. Creating a successful integrated marketing communication plan requires thorough research, clear objectives, understanding target audiences, monitoring competitors, evaluating results, and ensuring cooperation across departments.
Promotion mix objective
The document discusses the promotion mix, which is a combination of promotional methods used for a specific product or product line. The key elements of a promotion mix are advertising, direct marketing, personal selling, point-of-sale displays, and merchandising. Personal selling involves face-to-face communication between a seller and prospective buyer to persuade a purchase. Direct marketing contacts carefully selected customers directly through methods like telemarketing and direct mail. Merchandising involves display and sampling techniques used to promote sales at retail outlets.
Marketing mix
Marketing mix refers to the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.
Integrated marketing communication
Integrated marketing communication (IMC) is a planning process that links all forms of brand communications to ensure customers receive relevant and consistent messaging across media channels. IMC aims to coordinate different media types, both within and across channels, and personal and nonpersonal outlets to maximize impact. When implemented effectively, IMC can build brand equity, increase sales, strengthen message consistency, and enhance the ability to reach targeted customers at the right place and time.
Integrated Marketing Communication Mix
The document discusses marketing communications mix, which refers to the variety of strategies used to advertise and promote a business or product line. It focuses on the five main aspects: sales promotions, personal selling, direct marketing, general advertising, and public relations. Together these make up an organization's promotional mix to alert consumers to product benefits and availability. The goal is to effectively communicate with customers through an integrated approach.
Chap 1,growth of imc
This slide will give the overall view of growth of IMC(Integrated marketing communication) useful for chap-1 advertising
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The document discusses integrating marketing communications to build a brand. It describes several components of an integrated marketing communications strategy, including advertising, public relations, direct marketing, sales promotions, and internal communications. It presents the AUTHOR model, which outlines six stages for communications to impact target customers: Awareness, Understanding, Trial, Happiness, Only One, and Referral. It also provides five principles for a successful brand-based communications strategy and eight steps for developing effective communications, including identifying the target audience and determining communication objectives.
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.
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.
Designing and Managing Integrated Marketing Communications
Integrated marketing communications involves coordinating promotional messages across multiple channels to inform, persuade, and build relationships with consumers. The promotional mix includes advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling tailored to meet specific marketing objectives. An ideal ad campaign gets consumer attention, reflects their understanding of the product, correctly positions the brand, motivates purchase consideration, and creates strong brand associations. Effective communication undergoes seven steps including situation analysis, establishing objectives, budget planning, message development, media selection, implementation, and evaluation.
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Promotion an important element of marketing mix
This document discusses different promotion methods for attracting new business, including advertising, public relations, sales promotion, personal selling, and direct marketing. It emphasizes the importance of defining target customers based on attributes like age, marital status, and location before implementing promotional strategies in order to effectively communicate product and service benefits to the intended audience. Promotion is not just about placing advertisements, but rather knowing the target market and using the most appropriate communication methods to reach them.
Chapter 2 (1)
The document discusses key aspects of developing a strategic marketing plan, including:
1) Conducting a situation analysis to identify problems, opportunities, threats and understand internal strengths and weaknesses.
2) Setting objectives and determining marketing strategies for products, pricing, placement, promotion.
3) Evaluating alternatives and making decisions on recommendations and implementing the strategies while monitoring their effectiveness.
4) Considering factors like customer demand, competition, trends in the political, economic, socio-cultural and technological environment.
The document provides an overview of the strategic marketing planning process and issues that marketers need to address at each stage to develop an effective plan.
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.
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Sales promotion mix
This document discusses various promotion methods and strategies. It defines promotion as the distribution of information about brands, companies, or products and services to improve sales and profits. Promotion can take various forms, both online and offline, and is an integral part of business growth. Some effective promotional methods discussed include websites, newsletters, press releases, business cards, free items, advertising, sales promotions, direct marketing, and personal selling. The document also outlines factors to consider when selecting a promotion mix, such as the product lifecycle, market, and customer needs.
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This document discusses integrated marketing communication (IMC), which involves combining different marketing communication tools like advertising, sales promotion, public relations, digital marketing, and personal selling. IMC aims to create a unified brand message rather than allowing each tool to work independently. The document explains that IMC is necessary today due to changes in consumer demographics, preferences for digital experiences, the rise of social media, and evolving media habits. Examples are provided of brands like Coca-Cola, Pepsi, and Café Coffee Day that have successfully implemented integrated marketing strategies.
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The document discusses integrated marketing communications (IMC), including its definition, importance, and key concepts. IMC is defined as a strategic planning process that coordinates all brand communication channels to influence consumers. The goal of IMC is to generate short-term financial returns and build long-term brand value through persuasive and measurable communication programs. IMC considers all relevant audiences and demands accountability and measurement of communication outcomes.
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The document outlines the key elements of a promotional plan, including an executive summary, situation analysis, objectives, budgeting, strategy, and evaluation. It discusses analyzing the market situation, setting measurable objectives, allocating budgets across different promotional tools, developing a strategic promotional approach, and evaluating performance against objectives. The plan provides a framework for conceiving and implementing an effective promotional effort that is aligned with the company's overall marketing goals.
Importance of Marketing
Marketing is important for companies to promote their products or services. It allows companies to showcase what they offer and increase awareness, which can lead to more sales. While marketing can be expensive, it is one of the most effective ways for companies to get their brand and offerings in front of potential customers. Effective marketing requires understanding the target audience and connecting with them through relevant channels and messages. The type and cost of marketing depends on factors like the industry and specific strategies employed. Overall, marketing establishes a voice for a company's offerings and determines their success level in the marketplace.
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This document discusses various aspects of promotion including definitions, techniques, and objectives. Promotion involves disseminating information about products and services to generate sales and profits. Techniques include advertising, sales promotions, public relations, personal selling, publicity, and direct marketing. The specific combination of techniques used for a product is called the promotion mix. Factors that guide selection of the promotion mix are the nature of the product market, overall marketing strategy, buyer readiness stage, and product lifecycle stage. Objectives of promotion are to build awareness, create interest, provide information, stimulate demand, and reinforce the brand.
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Ch16 developing effective marketing communications
The document outlines 8 steps in developing effective marketing communications: 1) Identify the target audience, 2) Establish communication objectives like brand awareness or purchase intention, 3) Design the message strategy and creative strategy, 4) Choose between informational or transformational message appeals, 5) Select communication channels like advertising, social media, or events, 6) Integrate channels for maximum effect, 7) Estimate the total communications budget using methods like percentage-of-sales or competitive parity, 8) Consider objectives and tasks to determine the appropriate budget.
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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.
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2. Advertising is defined as a non-personal form of mass communication used to promote a business's products or services. Key features of advertising discussed include it being a means of communication, providing information, persuading audiences, and identifying the sponsor.
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The document discusses integrating marketing communications to build a brand. It describes several components of an integrated marketing communications strategy, including advertising, public relations, direct marketing, sales promotions, and internal communications. It presents the AUTHOR model, which outlines six stages for communications to impact target customers: Awareness, Understanding, Trial, Happiness, Only One, and Referral. It also provides five principles for a successful brand-based communications strategy and eight steps for developing effective communications, including identifying the target audience and determining communication objectives.
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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.
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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.
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Integrated marketing communications involves coordinating promotional messages across multiple channels to inform, persuade, and build relationships with consumers. The promotional mix includes advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling tailored to meet specific marketing objectives. An ideal ad campaign gets consumer attention, reflects their understanding of the product, correctly positions the brand, motivates purchase consideration, and creates strong brand associations. Effective communication undergoes seven steps including situation analysis, establishing objectives, budget planning, message development, media selection, implementation, and evaluation.
207911613 naan-ee
homework help,online homework help,online tutors,online tutoring,research paper help,do my homework,
https://www.homeworkping.com/
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This document discusses different promotion methods for attracting new business, including advertising, public relations, sales promotion, personal selling, and direct marketing. It emphasizes the importance of defining target customers based on attributes like age, marital status, and location before implementing promotional strategies in order to effectively communicate product and service benefits to the intended audience. Promotion is not just about placing advertisements, but rather knowing the target market and using the most appropriate communication methods to reach them.
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The document discusses key aspects of developing a strategic marketing plan, including:
1) Conducting a situation analysis to identify problems, opportunities, threats and understand internal strengths and weaknesses.
2) Setting objectives and determining marketing strategies for products, pricing, placement, promotion.
3) Evaluating alternatives and making decisions on recommendations and implementing the strategies while monitoring their effectiveness.
4) Considering factors like customer demand, competition, trends in the political, economic, socio-cultural and technological environment.
The document provides an overview of the strategic marketing planning process and issues that marketers need to address at each stage to develop an effective plan.
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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.
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This document discusses various promotion methods and strategies. It defines promotion as the distribution of information about brands, companies, or products and services to improve sales and profits. Promotion can take various forms, both online and offline, and is an integral part of business growth. Some effective promotional methods discussed include websites, newsletters, press releases, business cards, free items, advertising, sales promotions, direct marketing, and personal selling. The document also outlines factors to consider when selecting a promotion mix, such as the product lifecycle, market, and customer needs.
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This document discusses integrated marketing communication (IMC), which involves combining different marketing communication tools like advertising, sales promotion, public relations, digital marketing, and personal selling. IMC aims to create a unified brand message rather than allowing each tool to work independently. The document explains that IMC is necessary today due to changes in consumer demographics, preferences for digital experiences, the rise of social media, and evolving media habits. Examples are provided of brands like Coca-Cola, Pepsi, and Café Coffee Day that have successfully implemented integrated marketing strategies.
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The document outlines the key elements of a promotional plan, including an executive summary, situation analysis, objectives, budgeting, strategy, and evaluation. It discusses analyzing the market situation, setting measurable objectives, allocating budgets across different promotional tools, developing a strategic promotional approach, and evaluating performance against objectives. The plan provides a framework for conceiving and implementing an effective promotional effort that is aligned with the company's overall marketing goals.
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Presentation Marketing
This document provides an overview of key marketing concepts including the importance of marketing, definitions of marketing, concepts such as the marketing mix and relationship marketing. It discusses bases for market segmentation and requirements for effective segmentation. Finally, it encourages asking questions to clarify marketing concepts and addresses in a friendly manner.
Promotion mix
This document discusses various aspects of promotion including definitions, techniques, and objectives. Promotion involves disseminating information about products and services to generate sales and profits. Techniques include advertising, sales promotions, public relations, personal selling, publicity, and direct marketing. The specific combination of techniques used for a product is called the promotion mix. Factors that guide selection of the promotion mix are the nature of the product market, overall marketing strategy, buyer readiness stage, and product lifecycle stage. Objectives of promotion are to build awareness, create interest, provide information, stimulate demand, and reinforce the brand.
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The role of imc in brand building
Integrated marketing communications (IMC) plays a major role in developing and sustaining brand identity and equity. With more products competing for customers' limited time, well-known brands have a competitive advantage. Building a brand requires creating associations in consumers' minds through a combination of marketing activities. IMC uses various tools like advertising, promotions, sponsorships, websites, and direct mail to help consumers form impressions of a brand through different points of contact. Marketers must understand how to coordinate these tools to effectively communicate their branding message.
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The document outlines 8 steps in developing effective marketing communications: 1) Identify the target audience, 2) Establish communication objectives like brand awareness or purchase intention, 3) Design the message strategy and creative strategy, 4) Choose between informational or transformational message appeals, 5) Select communication channels like advertising, social media, or events, 6) Integrate channels for maximum effect, 7) Estimate the total communications budget using methods like percentage-of-sales or competitive parity, 8) Consider objectives and tasks to determine the appropriate budget.
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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.
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This document provides an overview of marketing concepts and the marketing environment. It begins with definitions of marketing from various scholars such as the American Marketing Association, Philip Kotler, and Peter Drucker. It then discusses the types of marketing including traditional, digital, social, and mobile marketing. Next, it explores the internal and external factors that make up the marketing environment, including customers, competitors, public, suppliers, economic conditions, technology, and government regulations. Environmental scanning techniques like SWOT analysis, PEST analysis, and Porter's Five Forces model are also summarized. The document aims to give the reader a high-level understanding of foundational marketing concepts.
Advertisingppt 130708233914-phpapp01
This document discusses advertising and marketing concepts. It begins by outlining the objectives of studying advertising such as understanding its role in marketing communications and examining theories of consumer behavior. It then discusses definitions of key terms like brands, the marketing mix, and advertising. The document examines the components and costs of the marketing mix. It also explores the roles and relationships between advertisers, agencies, media, suppliers and audiences. Finally, it discusses different types of advertising and criteria for determining if an ad is effective.
Advertising ppt
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Advertisement role in promotional mix
About promotional mix
here you can find about techniques of advertisement
And this presentation shows about all advertisement in all over
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Kurt Wehrle speaks on Marketing and its Objectives
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A brief introductiontion ingrated marketing communication 12816463776467-php...
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Integrated MArketing Communication
- 2. Marketing communication is the process by which information about an organization and its offerings is disseminated to selected markets. Marketing communications refer to the strategy used by a company or individual to reach their target market through various types of communication. Marketing communication includes advertising, direct marketing, branding, packaging, sales presentations, trade show appearances etc Communication plays an important role in facilitating mutually beneficial exchange relationship between an organization and prospective buyers. The goal of communication is to induce initial purchases and also to achieve post purchase satisfaction which will increase the probability of repeat sales. Marketing communication is the subset of integrated marketing.
- 3. They should broaden their perspective to think of integrated marketing communications the practice of blending different elements of the communication mix in mutually increase ways . Traditionally, marketing communication focus on the creation and execution of printed marketing direct however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message quest throughout an organization. Marketing communication mix which include advertising, personal selling, and sales promotion.
- 4. A Process by which product information is transmitted to the target audience TheMarketing Communication Role of
- 5. Marketing Communication Mix is the “Promotion” of the Marketing Ps and covers every method and medium of communicating with your target audience. In many ways, the marketing communication mix is the heart of your marketing strategy around which everything else in sales and marketing is predicated. If business consists of creating value and creating customers. Marketing Communication covers exactly how you are going to create customer by taking your value message to the market Concept of Marketing Communication Mix
- 6. Product Place Product Characteristics, Different types of distribution assortment, brand Channels, density of distribution, Name, packaging, quantity trade relation mix, merchandising advice Price List price, usual terms of payment, usual Discounts ,terms of credit, Long term Savings Campaigns Marketing Mix
- 7. Elements of the Promotion Mix Promotion Advertising Packaging Personal Selling Publicity Sales Promotion Elements of the promotiom Mix
- 8. To Increase Awareness To Change Attitudes To Influence Purchase Intent To stimulate Trial Purchase To Drive Brand Switching Marketing Communication Objectives
- 11.