Chapter 12. C ommunicating customer value: IMC. Objectives . Know the tools of the marketing communications mix. Understand the process and advantages of integrated marketing communications. Understand The nature of each promotion tool Know the Promotion-Mix-Strategies. The Promotion Mix.
Consistent, clear, and compelling company and brand messages
How does the company determine what mix of promotion tools it will use ?
Producer marketing activity (personal selling, trade promotion, other)
Reseller marketing activity (personal selling, trade promotion, other)
Producer marketing activities (consumer advertising, sales promotions, other)