Chapter-14. Communicating Customer value. Integrated marketing communication strategy.

 

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Promotion mix: The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.

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

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

Personal selling: Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. 

Public relations: 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. 

Direct marketing: Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. 

IMC: Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. 

Personal communication channels: Channels through which two or more people communicate directly with each other, including face to face, on the phone, through mail or e-mail, or even through the internet. 

Word-of-mouth influence:  Personal communication about a product between target buyers and neighbors, friends, family members, and associates. 

Buzz marketing: Cultivating opinion leaders and getting them to spread information about a product or service to others in their communities. 

Nonpersonal communication channels: Media that carry messages without personal contact or feedback, including major media, atmospheres, and events. 

Push strategy: A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers. 

Pull strategy: A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel. 

Note that all the information has collected from principles of marketing (Asian book).