Integrated marketing is not a marketing mix - out of the Integrated Marketing Mistakes.docVIP

 PAGE \* MERGEFORMAT 15 Integrated marketing is not a marketing mix - out of the Integrated Marketing Mistakes 1, the marketing integration of the common structure: (A) promotion of integration 1, dealers Promotions: For distributors to carry out trade promotion activities, while giving preferential rebates, incentive policies. 2, wholesalers Promotion: to give rebates, incentive policies to stimulate its large purchase. 3, retailer promotions: for end-packaging, establish a good relationship with the salesperson to give rebate, incentive policies. 4, consumer promotion: to carry out lottery, gift, scratch cards, display, contests, discounts, concessions, changing materials, games and other activities. (B) the integration of communication 1, media advertising (1) Television Advertising: the strong influence of the use of television for brand awareness and brand image demands. (2) Newspaper advertising: product characteristics detailed description and fully demonstrate the product advantages. (3) radio advertising: The interactive nature of broadcasting and communication to consumers, build brand affinity. (4) magazine advertising: the use of a professional journal for specific consumer groups targeted appeals. 2, outdoor advertising (1) signs advertising: In the traffic control points, or signs advertising the main business district is set to seize the mobile group’s attention. (2) light box advertising: its brilliant color display at night, the full brand image. (3) Body Advertising: the use of buses on the scope of a wide range of mobile consumer brand penetration. 3, public relations activities: enhance the brand image and corporate image, enhance the brand’s reputation among consumers. 4, the event activities: create a hot event triggered headline-grabbing full attention of consumers, thereby rapidly increasing brand awareness. Second, marketing integration errors 1, many companies in the formulation of marketing strategy planning, that