Marketing- The Promotional Mix Chapter 12

Direct and digital marketing

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Several major factors are changing the face of today's marketing communications.

First, consumers are changing. In this digital, wireless age, consumers are better informed and more communications empowered. Second, marketing strategies are changing. Finally, sweeping advances in digital technology are causing remarkable changes in the ways companies and customers communicate with each other.

advertising includes

broadcast, print, online, mobile, outdoor, and other forms.

direct and digital marketing includes

direct mail, catalogs, online and social media, mobile marketing, and more.

Sales promotion includes

discounts, coupons, displays, and demonstrations.

marketers perfected the art of mass marketing:

elling highly standardized products to masses of customers.

Personal selling includes

includes sales presentations, trade shows, and incentive programs

NA- A company's total promotion mix—also called its

marketing communications mix—consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships.

Public relations includes

press releases, sponsorships, events, and Web pages.

promotion mix is the company's

primary engagement and communications activity, the entire marketing mix—promotion, and product, price, and place—must be coordinated for greatest impact.

Advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

content marketing managers

As such, they create, inspire, and share brand messages and conversations with and among customers across a fluid mix of paid, owned, earned, and shared communication channels.

Public relations (PR).

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.

Personal selling

Personal customer interactions by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships.

Sales promotion

Short-term incentives to encourage the purchase or sale of a product or service.