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Promotion Mix (or Marketing Communications Mix)
The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
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
Personal Selling
Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
Public Relations (PR)
Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, handling or heading off unfavorable rumors, stories, and events
Direct Marketing
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
Integrated Marketing Communications (MC)
Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
Push Strategy
A promotion strategy in which the sales force and trade promotion are used to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers
Pull Strategy
A promotion strategy in which a company spends a lot of money on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel
Advertising Objective
A specific communication task to be accomplished with a specific target audience during a specific period of time
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