Question

Describe the communication mix tools-advertising, sales, promotion, personal selling, public relations, direct and digital marketing-used by the company "Rossignol" to communicate customer value.Is the firm using Integrated Marketing Communications?

Answer 1

Yes. Rossignol is using Integrated Marketing Communications (IMC). IMC is an approach to mold all aspects of marketing communication through their respective mix of tactics and methods to create a unified and seamless experience for consumers to interact with their product or enterprise.

Description of each of the communication tool mentioned in the question is as follows:

Advertising - This is a method of promotion of a product which is paid for. Advertising promotes the product to the audience through various means such as Television, Radio, Cinema, Newspapers, Magazines, and Online.

Sales - The exchange of a commodity for money is called Sales. This includes all activities involved in selling a product or service to a consumer or business

Promotional - These activities are aimed at achieving specific goals or objectives. Promotional activities include sales promotion, merchandising, personal selling, exhibitions, advertising, and public relations.

Personal Selling - This is an activity that is done face-to-face with the customer to sell a product or service. Here the sellers also have an opportunity to utilize their appearance, body language and attitude to promote their product.

Public Relations - This is an activity to manage relationships between an organization and its public. It's a strategic communication process that builds a mutually beneficial relationship between the organization and its public.

Direct Marketing - This is a promotional method that involves giving information about a company, product or service to its customers directly without using a middleman.

Digital Marketing - This is done using the internet or digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.

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