Some Preliminary Matters . . .

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Some Preliminary Matters . . .
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Defining the Marketing Communications Mix

• Advertising
• Personal Selling
• Publicity
• Sales Promotion
• Public Relations

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Public Relations

• . . . includes ALL communications between an
  organization and its various publics.

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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 its published.
  Is that advertising?
• Suppose Coors buys space to run a message that
  urges us to use desig-nated drivers, and says
  nothing about their products. Is that
  advertising?

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More Questions . . .

• Suppose PG 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?

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How about this one?

• Suppose GM publishes a free house organ called
  Outdoors, directed at owners of GM products
  which con-tains 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 publica-tion considered as GM advertising?

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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 IBMs marketing operations. Is
  that advertising?

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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?

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Marketing Communications Mix

• Product Related
• Personal
• Personal Selling
• Word of Mouth

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Marketing Communications Mix

• Product Related
• Personal
• Personal Selling
• Word of Mouth

• Non-Product Related
• Personal
• Public Relations Professionals
• Other employees
• Word of mouth

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Marketing Communications Mix

• Product Related
• Non Personal
• Paid space time
• Publicity
• Sales promotion

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Marketing Communications Mix

• Product
• Related
• Non Personal
• Paid space time
• Publicity
• Sales promotion

• Non-Product Related
• Non Personal
• Paid space time
• Promotion
• Publicity
• Other

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Marketing Communications Mix

• Product Related
• Personal
• Personal Selling
• Word of Mouth
• Non Personal
• Paid space time
• Sales promotion
• Publicity

• Non-Product Related
• Personal
• PR Professionals
• Other employees
• Word of mouth
• Non Personal
• Paid space time
• Promotion
• Publicity
• Other

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The End!
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