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Some Preliminary Matters. . .
Defining the Marketing Communications Mix ] Advertising ] Personal Selling ] Publicity ] Sales Promotion ] Public Relations
Public Relations. . includes ALL communications between an organization and its various publics. .
Questions Concerning the Nature of Advertising: ¨ Is “word of mouth” really advertising? ¨ Suppose an advertising agency sends a news story to a magazine or news-paper and it’s published. Is that advertising? ¨ Suppose Coors buys space to run a message that urges us to use designated drivers, and says nothing about their products. Is that advertising?
More Questions. . . ¨ Suppose P&G offers a large size package of Crest toothpaste with a trial size of a new mouth wash, and employs a large, highly visible package. Is that advertising? ¨ Suppose Ford pays for broadcast time to tell us over and over that “At Ford, quality is Job #1. ” Is that advertising?
How about this one? ¨Suppose GM publishes a free house organ called “Outdoors”, directed at owners of GM products which contains articles and advertising on travel, dining and entertaining, and tips on care and maintenance of new cars. . . and incidentally, and ad for GM products. Is the entire publication considered as GM advertising?
and this. . . ¨ Suppose Mobil Oil runs a series of newspaper ads arguing in favor of various political and social causes. Is that advertising? ¨ Suppose IBM sends its employees to address campus organizations such as the student AMA Chapter about IBM’s marketing operations. Is that advertising?
And Finally. . . ¨ Suppose the LA Times publishes news stories about a new housing tract in the Antelope Valley which describes the amenities of the houses in detail as well as the offering prices. Is that advertising?
Marketing Communications Mix Product Related ¶Personal • Personal Selling • Word of Mouth
Marketing Communications Mix Product Related ¶Personal • Personal Selling • Word of Mouth Non-Product Related ¶Personal • Public Relations Professionals • Other employees • Word of mouth
Marketing Communications Mix Product Related ·Non Personal s Paid space & time s Publicity s Sales promotion
Marketing Communications Mix Product Related Non-Product Related ·Non Personal time s. Publicity s. Sales promotion time s. Promotion s. Publicity s. Other s. Paid space &
Marketing Communications Mix Product Related ¶ Personal • Personal Selling • Word of Mouth · Personal Non • Paid space & time • Sales promotion • Publicity Non-Product Related ¶ Personal • PR Professionals • Other employees • Word of mouth · Personal Non • Paid space & time • Promotion • Publicity • Other