AEM 240 Final Review

AEM 240 Final Review - AEM 240 Final Review Chapter 15...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
AEM 240 Final Review Chapter 15 Integrated Marketing Communication and Direct Marketing A. The Communication Process 1. Communication-conveying message to others. Tools: a. Promotional Mix: to inform, persuade, remind i. advertising ii. personal selling iii. sales promotion iv. public relations v. direct marketing b. Integrated Marketing Communication (IMC): process of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all intermediaries c. SMCR model: communication model i. source ii. encode message iii. channel iv. decode message v. receiver vi. feedback vii. noise B. Promotional Elements-5 COMM tools. Advertising, PR, and sales promo are mass selling . Personal selling and direct marketing uses customized interaction . 1. Advertising-any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor. a. paid b. non-personal: involved in mass, applied to everyone, and no one in particular i. gets attention ii. controls who, what when iii. high costs, low feedback 2. Personal Selling-two way flow of COMM between buyer and seller, usually face to face, influence person/group’s decision a. controls who-no one outside target, no wasted coverage b. personal=feedback c. flexibility: can be bad, no one bottom line
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
3. Public Relations-influence feelings, opinions, beliefs of customers, potential customers, suppliers, stockholders, employees a. publicity-non-personal indirectly paid presentation of an organization good or service i. increases credibility ii. lack of control 4. Sales Promotion: short term offer to arouse interest in purchase a. used with advertising or personal selling i. short term stimulates sales ii. can’t be sole basis of promotion iii. needs advertising to convert to long run 5. Direct Marketing-direct COMM with consumers to generate purchase, order, or trip to retailer a. f2f, direct mail, catalog, phone, b. messages adapted quickly i. fastest growing form ii. need tedious database iii. privacy issues C. IMC: Developing promotional mix -balance of elements -consistent message across mediums 1. Target Audience: directed to ultimate consumer, intermediary, or both a. promotions to buyers of CONSUMER goods use mass media i. personal selling: used at place of purchase ii. Direct Marketing encourage 1 st time and repeats b. Trade Publications used to business buyers i. specialized needs ii. technical questions c. Intermediaries focus of promotional efforts 2. Product Life Cycle a. Intro-inform customers of prod. Advertising, sales promo, intermediaries huge b. Growth-to persuade consumer of differences. Personal selling to intermediary, advertising distinction c. Maturity-to remind customers of prod. Reminder advertising, sales promo (discount), direct mail reminder d. Decline-little money/effort spent 3. Channel Strategies-how to get prod. To consumer a. Push-from manufacturer to consumer. Manu. Sell to retailer
Background image of page 2
b. Pull-from consumer to manufacturer. Manu. Make
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 8

AEM 240 Final Review - AEM 240 Final Review Chapter 15...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online