In this chapter you will learn: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication. | Chapter Fourteen Communicating Customer Value: Integrated Marketing Communications Strategy 1 Communicating Customer Value: Integrated Marketing Communications Strategy The Promotion Mix Integrated Marketing Communications A View of the Communications Process Steps in Developing Effective Marketing Communication Setting the Total Promotion Budget and Mix Socially Responsible Marketing Communication Topic Outline 2 The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships The Promotion Mix 3 The Promotion Mix Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Broadcast Print Internet Outdoor The Promotion Mix 4 The Promotion Mix Sales promotion is the short-term incentive to encourage the purchase or sale of a product or service Discounts Coupons Displays | Chapter Fourteen Communicating Customer Value: Integrated Marketing Communications Strategy 1 Communicating Customer Value: Integrated Marketing Communications Strategy The Promotion Mix Integrated Marketing Communications A View of the Communications Process Steps in Developing Effective Marketing Communication Setting the Total Promotion Budget and Mix Socially Responsible Marketing Communication Topic Outline 2 The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships The Promotion Mix 3 The Promotion Mix Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Broadcast Print Internet Outdoor The Promotion Mix 4 The Promotion Mix Sales promotion is the short-term incentive to encourage the purchase or sale of a product or service Discounts Coupons Displays Demonstrations The Promotion Mix Note to Instructor Discussion Question What sales promotions have you seen in the last two months? They will often mention similar coupon books, fast food contests, and demonstrations in stores. 5 The Promotion Mix Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events Press releases Sponsorships Special events Web pages The Promotion Mix Note to Instructor This link is to McDonald’s Web page for press releases. Before clicking you might ask the students what kind of information McDonald’s might issue press releases about. You can then see the press releases which talk about finances, marketing strategies, and organizational issues. 6 The Promotion Mix Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer .
