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16: Customer Communication (Establishing Clear Communication Goals…
16: Customer Communication
Assembling the Communication Mix
Pull strategy
Integrated marketing communications (IMC)
Push strategy
Establishing Clear Communication Goals
Building preference
Stimulating action
Providing information and creating positive emotional connections
Reminding past customers
Generating awareness
Advertising: announcements and promotional messages
Advocacy advertising : education or healthcare
Institutional advertising: seeks to create goodwill
Direct Marketing Media
Search engine marketing : Automated presentation of ads
Direct response television : use of television commercials
Consumer Promotions
Point-of-purchase (POP) display
Premiums
Rebates
Specialty advertising
Coupons
Personal Selling
Personal Selling: One-on-one interaction
Consultative selling : advisor to help customers
Social Media and Public Relations
Word of mouth : transmitting information
Conversation marketing
Social media : transforms passive audiences into active participants
Brand communities
Public Relations
Press release : brief statement released to the press announcing new products
Press conference : online gathering of media representatives
Public relations : Non-sales communication