Comm 296 - Chapter 12 (Lecture)

Comm 296 - Chapter 12 (Lecture) - -Factors to consider when...

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Comm 296 Chapter 12 Lecture Notes Integrated Marketing Communications (IMC) The Communication Process - Source encode (in a way consumers find believable and understandable) channel of communication (message) (noise – interruption points) decode receiver response feedback back to source Promotion Mix Strategies - Push versus pull promotion strategy o Push: use sales force to communicate product information to a retailer, incent them in a way to buy your product and showcase it in their store (pushing through different initiatives to retailers and wholesalers, then they will push it to consumers) o Pull: attract consumers by advertising; consumers will go looking for product - Firms usually use both (can’t do one without the other)
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Unformatted text preview: -Factors to consider when thinking push vs. pull o Situation analysis o Marketing strategy o Target market, positioning o Type of product that you have o Product life cycle stage The Telus IMC Example-Simple messages in plain language-Animals/nature themes-Vibrant colours on a white background-Music-Multiple media: TV, radio, billboards, direct marketing, web, email, telemarketing, print, POP display ads, vans Shaping the Overall Promotion Mix-Nature of advertising: o Can reach masses of geographically dispersed buyers at a low cost per exposure o Can repeat a message many times o Consumers view advertised products as more legitimate o Is impersonal, one-way communication o Can be very costly for some media types...
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This note was uploaded on 12/07/2011 for the course COMM 296 taught by Professor Dasgupta during the Winter '08 term at The University of British Columbia.

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