【正文】 ur pany’s ability to do business. Audit the pockets of munications spending through the anization. Identify all contact points for the pany and its brands. Team up in munications planning. Integrating the Promotion Mix 17 Integrating the Promotion Mix Create patible themes, tones, and quality across all munications media. Create performance measures that are shared by all munications elements. Appoint a director responsible for the pany’s persuasive munications efforts. 18 Socially Responsible Marketing Communication Advertising and Sales Promotion Companies must avoid false and deceptive advertising. Sellers must avoid baitandswitch advertising. Trade promotion activities are also closely regulated. Personal Selling Salespeople must follow the rules of “fair petition”. Threeday coolingoff rule Salespeople must not disparage petitors. 19 Review of Concept Connections Name and define the tools of the marketing munication mix. Discuss the process and advantages of integrated marketing munication. Outline the steps in developing effective marketing munications. Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.
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