MCS*3620 Notes.docx - MCS*3620 Integrated Marketing Communications Chapter 1 An Overview Integrated marketing communications The coordination of all

MCS*3620 Notes.docx - MCS*3620 Integrated Marketing...

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MCS*3620: Integrated Marketing Communications Chapter 1: An Overview Integrated marketing communications : The coordination of all marketing communications in a unified program that maximizes the impact on the intended target audience. Media advertising : A paid, media-delivered message by an identified sponsor designed to stimulate a positive response from a target audience. Product advertising : Advertising that provides information about a branded product to help build its image in the minds of customers. Promotional advertising : Advertising that communicates a specific offer to encourage an immediate response from the target audience. Direct response communications : The delivery of a message to a target audience of one; the message can be distributed by direct mail, direct response television, or telemarketing. Digital (interactive) communications : The placement of an advertising message on a website, or an ad delivered by email or through mobile communications devices. Customer relationship management (CRM): A process that enables an organization to develop an ongoing relationship with valued customers; the organization captures information about its customer to its advantage in developing that relationship. Sales promotion : An activity that provides incentives to bring about immediate response from customers, distributors, and an organizations sales force. Public relations : A form of communications designed to gain public understanding and acceptance. Experiential marketing : A form of marketing that creates an emotional connection with the consumer in personally relevant and memorable ways. Event marketing : The process, planned by a sponsoring organization, of integrating a variety of communications elements behind a single event theme. Sponsorship : The act of financially supporting an event in return for certain advertising rights and privileges. Personal selling : Face-to-face communication involving the presentation of features and benefits of a product or service to a buyer; the objective is to make a sale. Factors encouraging integrated marketing communications: Consumers’ media habits are shifting towards digital medias alternatives The popularity of social media networks presents challenges and opportunities for organizations Mobile communications are positioned to become the next “big thing” in marketing communications The role of database marketing and direct forms of communications to reach individuals is expanding o Database management system : A system that collects information about customers for analysis by managers to facilitate business decisions. The demand for efficiency and accountability in organizations is increasing
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Consumer behaviour : The combined acts carried out by individuals choosing an using goods and services, including the decision-making processes that determine these acts.
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