Are the five promotion mix tools used by marketers to communicate customer value quizlet?
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Show Terms in this set (26)A company's total promotion mix—also called its marketing communications mix—consists of the specific blend of advertising, personal selling, sales promotion, public relations, and direct and digital marketing tools that the company uses to persuasively communicate customer value and build customer relationships. Advertising includes any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. In contrast, public relations focuses on building good relations with the company's various publics. Personal selling is personal presentation by the firm's sales force for the purpose of making sales and building customer relationships. Firms use sales promotion to provide short-term incentives to encourage the purchase or sale of a product or service. Finally, firms seeking immediate response from targeted individual consumers and consumer communities use direct, digital, and social media marketing tools to engage consumers and cultivate relationships with them. Advertising—the use of paid, owned, earned, and shared media by a seller to inform, persuade, and remind about its products or organization—is a strong promotion tool that takes many forms and has many uses. Advertising decision making involves decisions about the objectives, the budget, the message, the media, and, finally, the evaluation of results. Advertisers should set clear objectives as to whether the advertising is supposed to inform, persuade, or remind buyers. The advertising budget can be based on what is affordable, on sales, on competitors' spending, or on advertising objectives and tasks. The message decision calls for planning a "big idea" and message strategy and executing it effectively. The media decision involves defining reach, frequency, impact, and engagement goals; choosing major media types; selecting media vehicles; and deciding on media timing. Message and media decisions must be closely coordinated for maximum campaign effectiveness. Finally, evaluation calls for evaluating the communication and sales effects of advertising before, during, and after the advertising is placed and measuring advertising return on investment. Public relations involves building good relations with the company's various publics. Its functions include press agentry, product publicity, public affairs, lobbying, investor relations, and development. Public relations can have a strong impact on public awareness at a much lower cost than advertising can, and PR results can sometimes be spectacular. Despite its potential strengths, however, PR sometimes sees only limited and scattered use. Public relations tools include news, special events, written materials, audiovisual materials, corporate identity materials, and public service activities. A company's Web site and online social media can be good PR vehicles. In considering when and how to use product PR, management should set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results. Public relations should be blended smoothly with other promotion activities within the company's overall IMC effort. Sets with similar termswhat are the five promotion mix tools used by marketers to communicate customer value? a. product, price, place, promotion, and advertising b. television advertising, radio advertising, online advertising, social media advertising, and outdoor advertising c. advertising, public relations, personal selling, sales promotion, and direct and digital marketing d. advertising, business to business selling, personal selling, sales promotion, and direct and digital marketing e. advertising, public relations, personal selling, sales promotion, and telemarketing Recommended textbook solutions
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What are the 5 tools of the marketing communications mix?As we've mentioned previously, Integrated Marketing communications can be used harmoniously with five primary communication tools. These are advertising, direct marketing, internet marketing, sales promotion and public relations.
What tools make up the promotional mix?A promotional mix is a combination of marketing methods including advertising, sales, public relations and direct marketing to achieve a specific marketing goal.
What does the promotional mix include quizlet?The elements of the promotional mix include advertising, public relations, sales promotion, personal selling, and social media.
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