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Communicating Customer Value: Integrated
Marketing Communications Strategy
Topic Outline
• 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
Copyright © 2010 Pearson Education, Inc. Chapter 14 - slide 2
Publishing as Prentice Hall
The Promotion Mix
• 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
Copyright © 2010 Pearson Education, Inc. Chapter 14 - slide 3
Publishing as Prentice Hall
The Promotion Mix
Major Promotion Tools
Copyright © 2010 Pearson Education, Inc. Chapter 14 - slide 4
Publishing as Prentice Hall
The Promotion Mix
Major Promotion Tools
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor
• Broadcast
• Print
• Internet
• Outdoor
Copyright © 2010 Pearson Education, Inc. Chapter 14 - slide 5
Publishing as Prentice Hall
The Promotion Mix
Major Promotion Tools
Sales promotion is the short-term incentives to
encourage the purchase or sale of a product or
service
• Discounts
• Coupons
• Displays
• Demonstrations
Copyright © 2010 Pearson Education, Inc. Chapter 14 - slide 6
Publishing as Prentice Hall
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