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Lessons from Chapter 10 Integrated marketing communications: includes conveying and sharing meaning between buyers and sellers, either as individuals, firms, or between individuals and firms. includes the traditional elements of the promotion mix: advertising, public relations, personal selling, and sales promotion. refers to the strategic, coordinated use of promotion to create one consistent message across multiple channels to ensure maximum persuasive impact on the firm's current and potential customers. takes a 360-degree view of the customer that considers every contact that a customer or potential customer may have in their relationship with the firm. can reduce or eliminate redundancies and waste in the overall promotional program. has become widely embraced as firms struggle to adapt to fragmented audiences across a wide variety of traditional media outlets. typically sets goals and objectives for the promotional campaign using the AIDA model—attention, interest, desire, and action. can change depending on whether the firm uses a pull or push strategy with respect to its supply chain. varies in its emphasis on specific promotional elements depending on the nature of the product and its stage in the product life cycle. Advertising: is one of the most visible and key components of promotion. is identified as paid, nonpersonal communication transmitted through the media such as television, radio, magazines, newspapers, direct mail, outdoor displays, the Internet, and mobile devices. is rapidly expanding online as consumers spend less time with traditional media. offers many benefits because it is extremely cost efficient when it reaches a large number of people. On the other hand, the initial outlay for advertising can be expensive. is hard to measure in terms of its effectiveness in increasing sales. comes in two general forms: institutional advertising—used to promote a firm's image, ideas and culture—or product advertising—used to promote the image, features, uses, benefits, and attributes of products. budgets can be set using one of several approaches, including the objectives and task approach, the percentage of sales approach, the competitive matching approach, and the arbitrary approach. effectiveness can be measured before, during, or after the campaign has been executed. Consumer panels, surveys, or experimental designs may be used to evaluate a campaign based on communication objectives. Public relations: is one component of a firm’s corporate affairs activities. is the element of an IMC program that tracks public attitudes, identifies issues that may elicit public concern, and develops programs to create and maintain positive relationships between a firm and its stakeholders. can be used to promote the firm, its people, its ideas, and its image; and even to create an internal shared understanding among employees. can improve the public's general awareness of a company and can create specific images such as quality, innovativeness, value, or concern for social issues. is often confused with publicity; however, publicity is more narrowly defined to include the firm's activities designed to gain media attention through articles, editorials, or news stories. can involve the use of a wide variety of methods, including news or press releases, feature articles, white papers, press conferences, event sponsorship, product placement, and employee relations. includes the management of unexpected and unfavorable public relations resulting from an ethical or legal inquiry, unsafe products, accidents, or the controversial actions of employees and executives. Personal selling: is paid, personal communication that attempts to inform customers about products and persuade them to purchase those products. is the most precise form of communication because it assures companies that they are in direct contact with an excellent prospect. does not come without disadvantages. The most serious drawback of personal selling is the cost per contact. goals are typically associated with finding prospects, informing prospects, persuading prospects to buy, and keeping customers satisfied through follow-up service after the sale. has evolved to take on elements of customer service and marketing research in order to generate repeat sales and develop ongoing relationships with customers. and sales management activities include the development of sales force objectives, determining the size of the sales force, recruiting and training salespeople, and controlling and evaluating the sales force. has been greatly impacted by technological advances, especially online sales training and sales automation systems that push integrated customer, competitive, and product information toward the salesperson. Sales promotion: involves activities that create buyer incentives to purchase a product, or that add value for the buyer or the trade. can be targeted toward consumers, channel intermediaries, or the sales force. has one universal goal: to induce product trial and purchase. is typically used in support of advertising, public relations, or personal selling activities rather than as a standalone promotional element. directed toward consumers: can be initiated by any member of the supply chain, but manufacturers or retailers typically offer them. represents an effective way to introduce new products or promote established brands. can include such activities as coupons, rebates, samples, loyalty programs, pointof-purchase promotion, premiums, contests and sweepstakes, and direct mail. directed toward the trade (business markets): is undertaken to push products through the channel by increasing sales and encouraging increased effort among channel partners. uses many of the same promotional methods that are targeted toward consumers; however, it involves a number of unique methods including trade allowances, free merchandise, training assistance, cooperative advertising, and selling incentives offered to an intermediary's sales force.