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Engaging Customers and Communicating Customer Value
Integrated Marketing Communications Strategy
Copyright © 2016 Pearson Education, Inc.
14-1
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Engaging Customers and Communicating
Customer Value
Learning Objectives
Objective 1: Define the five promotion mix tools for communicating customer value.
Objective 2: Discuss the changing communications landscape and the need for integrated marketing communications.
Copyright © 2016 Pearson Education, Inc.
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Objective 1 Define the five promotion mix tools for communicating customer value.
Objective 2 Discuss the changing communications landscape and the need for integrated marketing communications.
Learning Objectives
Objective 3: Outline the communication process and the steps in developing effective marketing communications.
Objective 4: Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.
Copyright © 2016 Pearson Education, Inc.
14-4
Engaging Customers and Communicating
Customer Value
3
Objective 3 Outline the communication process and the steps in developing effective marketing communications.
Objective 4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.
Learning Objective 1
Define the five promotion mix tools for communicating customer value.
The Promotion Mix
Copyright © 2016 Pearson Education, Inc.
14-5
Engaging Customers and Communicating
Customer Value
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The promotion mix is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.
The Promotion Mix
Copyright © 2016 Pearson Education, Inc.
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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.
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Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Broadcast
Online
Mobile
Outdoor
Copyright © 2016 Pearson Education, Inc.
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The Promotion Mix
Advertising refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising includes broadcast, print, online, mobile, outdoor, and other forms.
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Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Broadcast
Online
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