UT Knoxville BUAD 332 - Chapter 12 to post (39 pages)

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Chapter 12 to post



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Chapter 12 to post

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Pages:
39
School:
University of Tennessee
Course:
Buad 332 - CBM I: Demand Management

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Chapter 12 Communicating Customer Value Advertising and Public Relations The Changing Communication Environment Several factors are changing the face of marketing communications Consumers are better informed and more communications empowered Mass markets have fragmented leading to a shift away from mass marketing Changes in communications technology have created new media for interacting with targeted consumers As a Response to this Changing Environment Firms are doing less broadcasting and more narrowcasting Specialty magazines Cable TV Video on demand Internet catalogs Podcasts Product placements in TV and video games Ex Zip Lock containers on Biggest Loser TV program This has led to Integrated Marketing Communications A strong need for integrated marketing communications IMC exists because conflicting messages from different sources can create confusion or blur brand perceptions The Need for IMC Using IMC the company carefully integrates and coordinates its many communication channels to deliver a clear consistent and compelling message about the organization and its brands Integrated Marketing Communication Marketing Communications Mix 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 Marketing Communications Mix 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 relationships Marketing Communication Mix Direct Marketing Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships the use of telephone mail fax email the Internet and other



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