Marketing Communication Tools Ab.&Fitch
...Dr. Tom Owens
Topic:
Communication Tools
Abercrombie & Fitch Co.
1 Introduction
In terms of the general perception of all of the marketing mix elements that a firm may employ, it is perhaps promotion' that is the most prominent P' in the 4 P's'. In fact to many people promotion is marketing. Promotion is a part of a firm's overall effort to communicate with consumers and others about its product or service offering'. Both the company and the consumer have needs which they aim to fulfill; the profit making company wishes to improve or maintain profits and market share, and gain a better reputation than its competitors, and the consumer aims to reach his or her personal goals. The total product offering allows each party to move towards these goals, offering a bundle of satisfactions' which fulfill needs in an instrumental and a psychological sense. The phrase Marketing Communications' is generally preferred to the term promotion', this term being reserved for a branch of communications called below-the-line sales promotion'.
2 Promotion or Marketing Communication
In a sense all marketing communication activity is a form of promotion, that is in one way or another is attempting to promote the interest of the brand, product range and/or company. What differentiates above the line' activity from below the line activity' is a somewhat arbitrary division. There is no universally accepted definition of either. Below the line activity is loosely classed as non-media advertising. Basically if an advertisement is submitted to a publication and a commission is paid to the advertising agency to feature the piece then this is deemed to be above the line' communication. If no commission has been paid, for example in the case of a public relations press release, a trade exhibition or a sponsored sports event, this is referred to as below...
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