What are some of the considerations of a marketing manager when creating an integrated marketing communications (IMC) approach using the promotional mix components of personal selling, sales promotion, direct marketing, public relations, and advertising?
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Some concerns marketers face in creating an integrated marketing communications strategy are aligning all channels of the marketing mix to present the same message and in tailoring each part of the promotional mix for the intended audience or market segment. "All groups, including incentive and compensation schemes for each group, must be aligned across all channels" (Balser, 2010).
Various components, such as advertising, public relations, sales promotion, direct marketing and personal selling approach market segments very differently and may target different segments as well. ...
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