Please enable JavaScript.

Coggle requires JavaScript to display documents.

Chapter 17: Integrated Marketing Communications, Advertising, and Public…

- - - - Coupons
      - Contests
      - Samples
      - Trade Shows
      - Premiums
      - Displays
      - Product demonstrations
  - - - Direct-response advertising and infomercials on television
      - Direct-response print advertising
      - Direct mail
      - Direct-response online advertising
  - - - Face-to-face
      - Telephone
      - Online Video
  - - - An aspect of public relations where marketers seek unpaid
        placement of news about the company or a product in mass media or on social media
    - - Using unconventional, innovative, and low-cost
        techniques to attract consumers’ attention
        
        Buzz marketing
        
        Vital marketing
  - - - Product placement
      - Sponsorship
- - - - Demand for a specific brand based on
        attributes important to potential purchasers
    - - Seeks to build demand for a product category,
        not for a particular brand within that category
- - - - Contact wholesalers and retailers to secure interest in and commitment to handling the new item
    - - Inform and educate prospective dealers and ultimate consumers
        about the competitive advantage of the new item
    - - Create awareness, provide information, and stimulate initial purchases
    - - The cost of some promotions may put them
        out of reach