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Unformatted text preview: COM M 3315-502: Fundamentals of Marketing Notes 11-25-2010 (B18) I ntegrated Marketing (Promotion) Facts for today o The invention of the microwave was accidental discovered by a researcher who noticed that the candy bar in his pocket had melted when he walked past a piece of lab equipment o Post-it notes were the result of finding a use for a worthless glue that just wouldnt stick For the group projects think about o 1. Communication objectives To inform, to remind, to persuade or something else? o 2. Communication strategy Push vs. pull, one way vs. two way, (a)symmetrical o 3. Communications mix Which elements of the communications mix will you use/ o 4. Communication tactics Positioning strategy, appeal type, execution style o 5. Evaluation Is there a way to track responses to the communications mix? o 6. Creative execution Fajdflkjl I MC o I ntegrated marketing communications A method of carefully coordinating all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer Success depends on identifying members of the targeted audience afdasf The communications process model...
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This note was uploaded on 01/24/2011 for the course COMM 3315 at UVA.