MKTG Promotion

Promotion Mix and Marketing Communications Mix are completely different concepts

The message of the IMC must be ____, ____, and ____

General Communication Process involves:

Specific blend of promotion tools used to persuasively communicate customer value and build customer relationships

TV still dominates as a strong advertising medium with a 64.7 billion USD in North America in 2021.

PR media channels (TV, newspapers, blogs, online sites & other media not directly paid for or controlled by company)

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

Content marketing is: creating, inspiring, & sharing brand messages with and among consumers

The message of IMC must be clear, consistent, and compelling across multiple communication channels

The process of putting thought into symbolic form

Engaging directly with carefully targeted individual consumers and customer communities

promotional channels paid for by the marketer, including traditional media and digital media

Instead of just placing ads, many marketers are geared toward _______ __________ managers

Carefully integrating and coordinating the company's communication to deliver a clear, consistent, & compelling message

Personal presentation by the firm's sales force for the purpose of engaging customers and making sales

the process by which the receiver assigns meaning to the symbols encoded by the sender

Sales promotion includes _____, _____, ____, and ____. Which of the following belongs here?

Building good relations with the company's various publics

Selling is not just selling anymore. These days we have to use IMC. Why?

promotional channels owned and controlled by the company (company web sites, corporate blogs, owned social media pages)

Spending in magazines, newspapers, and radio is still strong.

Content marketing managers share their content across a fluid mix of ____, ___, ____, and ___ channels.

Response and Feedback complete the loop in the Communication Process

A company's total ______ _____ consists of the specific blend of advertising, public relations, personal selling, etc.

Short term incentives to encourage the purchase or sale of a product or a service

Media shared by consumers with other consumers (social media, blogs, mobile media, and viral channels, and word of mouth

What are the communications channels used in an Integrated Marketing Communications campaign?

The new "content marketing" campaigns look a lot different from the old "advertising" campaigns

Content marketing managers seek to _____, ______, and _______ brand messages and conversations with and among consumers.

IMC needs understanding of the general communication process

Advertising includes TV, print, _____, outdoor, and other forms. What cannot go in the blank?

By far the fastest-growing ad-spending category, digital's share is at about 31% of the total ad spending in the US.

Can't just call it "advertising" anymore. Today's environment calls for ____ who manage brand conversations