Learning Outcomes
- Describe common marketing communication methods, including their advantages and disadvantages
In a successfully operated campaign, all activities will be well-coordinated to build on one another to increase the overall impact. For example, a single campaign might include:
- Advertising: A series of related, well-timed, carefully placed television ads coupled with print advertising in selected magazines and newspapers.
- Direct marketing: Direct-to-consumer mail pieces sent to target segments in selected geographic areas, reinforcing the messages from the ads.
- Personal selling: Preparation and training for customer sales representatives about the campaign to equip them to explain and demonstrate the product benefits stressed in advertising.
- Sales promotion: In-store display materials reflecting the same messages and design as the ads, emphasizing point-of-sale…
