CHAPTER 16: INTEGRATED MARKETING COMMUNICATION

M.A.C. Cosmetics uses personal selling and sales promotion as a way of communicating with potential buyers and customers. They inform, engage, and persuade their target market as well as remind customers of new and existing products by word of mouth. M.A.C. has a total competitive advantage in the cosmetics market, and are recognized by their target market  world wide. There is no media advertisement, and some  people are not aware of the products and its advantages. The company also lacks promotional campaigns which could be inviting to potential customers and buyers. M.A.C. uses celebrities as representatives of the brand, which causes a lot of attraction to the company. The vast selection in makeup as opposed to other brands catering to women of all color is one of the company's advantages. M.A.C also organizes fashion parties where both celebrities and customers as well as potential buyers can interact, increasing their publicity. The highlight of M.A.C. is their personal sales promotion which stimulates their immediate increase in demand. Their employees are professionals who offer the best personalized customer service. M.A.C. believes in interpersonal communication, which is a direct face to face interaction when dealing with customers. Research shows that sales promotion and personal selling yields faster demanding sales. M.A.C. cosmetics customer service is a well paid for communication with customers that leave them satisfied and coming for more.