School of Business
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 14 | Part 1
Integrated Marketing Communication Strategy
,Objectives:
• Define the five promotion mix tools.
• Understand the communication process.
, The Promotion Mix
• A company’s total promotion mix, also called marketing
communication mix, is the specific blend of promotion tools
that the company uses to engage customers, persuasively
communicate customer value and build customer relationships.
• The five major promotion tools are:
1. Advertising
2. Sales promotion
3. Personal selling
4. Public relations
5. Direct and digital marketing
, The Promotion Mix
Major Promotion Tools
1. Advertising: any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified sponsor.
Examples: broadcast, print, online, mobile, outdoor, and other
forms.
Department of Marketing
BMKT300 – Marketing Theory and Principles
Chapter 14 | Part 1
Integrated Marketing Communication Strategy
,Objectives:
• Define the five promotion mix tools.
• Understand the communication process.
, The Promotion Mix
• A company’s total promotion mix, also called marketing
communication mix, is the specific blend of promotion tools
that the company uses to engage customers, persuasively
communicate customer value and build customer relationships.
• The five major promotion tools are:
1. Advertising
2. Sales promotion
3. Personal selling
4. Public relations
5. Direct and digital marketing
, The Promotion Mix
Major Promotion Tools
1. Advertising: any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified sponsor.
Examples: broadcast, print, online, mobile, outdoor, and other
forms.
