the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message

different promotion methods handle different parts of the job and it's designed so the sum is greater than all the parts

to get effective coordination, everyone involved must clearly understand the mktg strategy and know how each promotion method aids in the big picture

AIDA model

action-oriented model consisting of 4 promotion jobs:

1. to get Attention

          -makes consumers aware of company's offerings

2. to hold Interest

          -communication builds customer interest

3. to arouse Desire

          -effects the evaluation process

4. to obtain Action

          -includes gaining trial, perhaps a purchase

-try to prompt immediate feedback from the customer

-early efforts involve direct-mail advertising allowing advertisers to reach certain customers with specific interests (today can involve phone calls, emails, broadcast, website etc.)

-the target customers are compiled through CRM databases

-ethical concerns develope when "using too many trees" come into play...people say they are just filling people's mailboxes with junk mail. FUCK TREE HUGGERS

-database used to target specific databases

-includes consumer's names, addresses, and pass purchases

-mktg managers use these tools to try and target customers that may want to buy their products

-means using normal promotion efforts to help sell the whole mktg mix to possible channel members

-this approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final customer