IMC – the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.ĭirect communications with carefully targeted individual consumers – the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers. Short-term incentives to encourage the purchase or sale of a product or service.īuilding 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.
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses.Īny paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. The marketing communications mix (Promotion Mix) 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. All of their communications efforts must be blended into a consistent and coordinated communications program. Companies must also communicate with current and prospective customers, and what they communicate should not be left to chance. Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to target customers. MINI communications campaign has been impressive both for what it does and for what it doesn’t do. Mini campaign: “let’s not use the size of our vehicle to make up for other shortcomings”
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.
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