Marketing Chapter 17 Class Notes

Marketing Chapter 17 Class Notes - Chapter 17 Class Notes...

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Chapter 17 – Class Notes Marketing communication is the vehicle for the promotional strategy o Integrates print ads, websites, TV ads, radio, letterhead, on-hold message, etc Elements of Marketing Communication (Marcom) o Advertising – paid promotion o Sales promotion – short-term price reductions or incentives to change your behavior o Public Relations – obtaining favorable publicity, building positive reputation, crisis management and prevention, and building relationship with media o Personal selling – sales presentations made by sales force. Goal is to make sale and build long-term relationship (most expensive) o Direct marketing – communicating with very specific targeting group. Most commonly done through email, mail, telephone, and even mobile commerce (via wireless handheld devices) o Electronic marcom – using electronic media to communicate (website— twitter/facebook) Historically, marcom has been mass communication o Pros: cheaper and easier o Cons: doesn’t satisfy individual needs
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Marketing Chapter 17 Class Notes - Chapter 17 Class Notes...

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