-Experimental Marketing: Blend of marketing communication disciplines that engage people with a brand in a more personal way. Event marketing (reach target market directly), sponsorships1
MCS*3620Chapter One-Personal Selling: Delivery of a personalized message (features, attributes, benefits) form a seller to a buyer. Job is to secure distribution of the product in a timely manner. -Advertising and availability of product must correlate.FACTORSENCOURAGINGINTEGRATEDMARKETINGCOMMUNICATIONS1.Media Consumption Trends and the Shift to Digital Media: Technology has forced businesses to change/examine how they deliver messages (from mass media to using electronic forms and targeted media) and people are spending more time online on social media. oGrabbing consumers attention is more difficult for the creative planners who create the message and those who deliver it (media planners) because consumers are on multiple platforms at a time (TV and Social Media)o82% of Canadians use social network – highest in the world. oInvolves effective two-way communication to produce word of mouth. 2.Mobile Communication: 27.9 million cell phone subscribers in Canada, shift to small screens are more prominent in younger consumers – carry this with age, making it increasingly important. oDatabase Management systems: collect and analyze information about customers, allowing themto predict how likely it is that the customer will buy and can then develop a message to meet the customers needs. Allows them to focus on niches (small segments), the goal of aiming directly at the individual. oCustomer Relationship Management: concerned with establishing, maintaining and enhancing long-term relationships with consumers, distributors, and suppliers. 3.The Demand for Efficiency and Accountability: individual activities must be coordinated so that theycan better use scarce resources. Markets need to use efficient communication strategies that allow them to measure the return on investment. INPUTFORMARKETINGCOMMUNICATIONSPLANNING: CONSUMERBEHAVIOURESSENTIALS-Consumer Behaviour: study of how people buy, what they buy, when they buy, and why they buy. -Needs and Motives: direct link between the needs(perceiving the absence of something useful) and motives(condition that prompts the individual tot take action tosatisfy the need – word of mouth, media). Motives stimulateaction – purchase decision.