The promotion mix (marketing communication mix) is the specific blend of promotion tools that the company uses to communicate customer value and build customer relationships. It is divide in 5 promotion tools (advertising, sales promotion, personal selling, public relations and direct marketing)., Several factors are changing today’s marketing communication. These changes come together in a need for integrated marketing communications (IMC) which involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent and compelling message about an organisation and its products, There are different steps necessary in developing effective marketing communication., 1. Identifying the target audience., 2. Determining the communication objectives: The target audience can be in any stage of the buyer-readiness stages., 3. Designing the message: The message should get attention, hold interest, arouse desire and obtain action., 4. Choosing the channels of communication: There are two broad categories. Personal communication channels are channels through which two or more people communicate directly with each other, including face to face, on the phone, via e-mail or even through Internet chat and non-personal communication channels are media that carry messages without personal contact or feedback..

Chapter 14

Skriv ut
Innebygd

Ledertavle

Tilfeldige kort er en åpen mal. Det genererer ikke poengsummer for en ledertavle.

Visuell stil

Alternativer

Bytt mal

Gjenopprett automatisk lagring: ?