Chapter_14_-_IMC

Chapter_14_-_IMC - Study Guide for Marketing 431 Summer...

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Unformatted text preview: Study Guide for Marketing 431 Summer 2009 Chapter 14 Integrated Marketing Communications What is promotion Promotion is communication One requirement of a market segment is reachable Promotion is how you reach them Definition Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response Four roles for promotion Inform Persuade Remind Build relationships Promotion and the consumer buying process Inform Persuade Study Guide for Chapter 14 IMC Page 1 Marketing 431, Summer 2009 2009 Remind Build relationships Communication process Basic communication model The point: This is the process any message goes through when you communicate with a customer Each stage has implications for promotion Most commercial messages are in writing at some point in the process This is why writing skills are so critical to business in general and Marketing in particular Information theory Channel The medium for transmitting information Cues Means of encoding information Channel richness The number of different cues a channel can carry Examples Study Guide for Chapter 14 IMC Page 2 Marketing 431, Summer 2009 2009 Face to face The richest medium Television Print, graphics, sound, motion, color Print The sparsest medium The point The information richness of a channel is a constraint on the type of message we can transmit...
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Chapter_14_-_IMC - Study Guide for Marketing 431 Summer...

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