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Integrated Marketing Communication Strategy from Principles of Marketing by Philip Kotler & Gary Armstrong
Posted by neylinee ⋅ April 23, 2011 ⋅ Leave a Comment
Under the concept of integrated marketing communications, a company will carefully coordinate the promotion elements to deliver a clear, consistent, and compelling message about the organization and its products.
Mini campaign: “let’s not use the size of our vehicle to make up for other shortcomings”
MINI communications campaign has been impressive both for what it does and for what it doesn’t do.
Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to target customers. Companies must also communicate with current and prospective customers, and what they communicate should not be left to chance. All of their communications efforts must be blended into a consistent and coordinated communications program. Just as good communication is important in building and maintaining any kind of relationship, it is a crucial element in a company’s efforts to build profitable customer relationships.
The marketing communications mix (Promotion Mix)
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses.
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.
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.
Personal selling personal presentation by the firm’s sales force for the purpose of making sales and building customer