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Marketing Communication

Learn how firms inform, persuade, & remind consumers about products through advertising, PR, direct marketing, & more. Discover steps to develop compelling communication methods.

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Marketing Communication

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  1. Marketing Communication Marketing communication/Promotion mix is the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

  2. Advertising Sales promotion Public relations and publicity Direct marketing Word-of-mouth marketing Personal selling Modes of Marketing Communications

  3. Elements in the Communication Process

  4. Selective attention Selective distortion Selective retention

  5. Steps in Developing Effective Communication Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC

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