Marketing Chapter 11 and 12

Communicating customer value chapter 11

The promotion mix or marketing communication mix : the specific blend of advertising public relations personal selling, sales promotion and direct marketing tools that the company uses to persuasively communicate custom value and build customer relationship’s.

• Advertising page 376

• Sales promotion

• Personal selling

• Public relations

• Direct marketing

Integrated marketing communications

The new marketing communications landscape

• Consumers: seeking new ways internet

• Marketing strategies: moving away from mass marketing more personal approach closer relationships

• Communication technology: social networking smartphones.

The shifting marketing communication model

Integrated marketing communication

Careful integration of a company’s many communication channels to deliver a clear, consistent and compelling message about the organisation and its brand

• Brand contact will deliver a message, whether good bad or indifferent

Shaping the overall promotion mix

Push strategy a promotional strategy using the sales force and trade promotions to push the product through marketing channels to final consumers the product promotes the product to channel members, who in turn promote it to final consumers

Pull strategy : the producer directs its marketing activities (primarily advertising and consumer promotion) towards final consumer to induce them to buy the product

Advertising objective: a specific communication task to be accomplished with a specific target audience during a specific period of time

Affordable method : the promotion budget is set at thelevel the company can afford

Percentage of sales method: the promotion budget is set at a certain percentage of current r forecasted sales

Competiveparity method: the promotion budget is set to match competitors outlays

Objective and task method: the PB is set by defining specific objectives and determining the promotional tasks...