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MIDTERM NOTESChapter 1Integrated Marketing Communications •Need complete solutions to communications•Today’s environments are rapidly changing due to the strong influence of technology •Must deliver same message through a variety of media to have synergistic impact on the target market Target Audience vs Target Market•Target audience could be a luxury car company like Porshe targeting average people•Target market is the rich people who can actually buy it•Cereal ads go after parent (target market)Customer vs. Consumer•Consumer is individual person interested in purchasing product•Customer can include governments, organizations etc. The Integrated Marketing Communications Mix•Coordination of all forms of marketing communications into a unified program to maximize the impact on the target audience Advertising•a persuasive form of marketing communications designed to stimulate a positive response from a defined target marketoproduct advertising information about a branded productopromotional advertising communicates a specific offer to encourage immediate response from target audience •Example: Million Dollar Home PageoIs this a good ad channel? Yes, $1 investment, 5 million hitsoWhat about inappropriate ads? If you’re walmart, negotiate surrounding ads near the adoWhere to put it? DependsDirect Response Communications •involves the delivery of a message to a target audience of oneodirect mailcoupons can be tracked in a way, see how many people redeemodirect response televisionotelemarketingomobile communications location is the most fought over aspect on the mobile trendexample: facebook messenger ap
•Messenger is trying to become a mobile communications companyDigital (Interactive) Communications •using electronic devices to reach target markets (internet, smartphone)ointeractivity is key for this medium ocan ask people for information online vs. ask them in personosweepstakes, answer queestions•customer relationship management (CRM)Sales Promotion•involves special incentives to stimulate an immediate reactions from consumers and distributors•consumer promotion for “pull” (bottom up)ogo to retailer like best buy, consumer is asking retailer to get product for themoconsumer is pulling product from manufacturer towards themselves •trade promotion for “push” (top down)opushing distributors and salespeople to push it to the next stepPublic Relations•communications primarily directed toward gaining public understanding and acceptanceo