Experimental Marketing Blend of marketing communication disciplines that engage

Experimental marketing blend of marketing

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- Experimental Marketing : Blend of marketing communication disciplines that engage people with a brand in a more personal way. Event marketing (reach target market directly), sponsorships 1
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MCS*3620 Chapter 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. F ACTORS E NCOURAGING I NTEGRATED M ARKETING C OMMUNICATIONS 1. 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. o Grabbing 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) o 82% of Canadians use social network – highest in the world. o Involves 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. o Database Management systems : collect and analyze information about customers, allowing them to 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. o Customer 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 they can better use scarce resources. Markets need to use efficient communication strategies that allow them to measure the return on investment. I NPUT FOR M ARKETING C OMMUNICATIONS P LANNING : C ONSUMER B EHAVIOUR E SSENTIALS - 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 to satisfy the need – word of mouth, media). Motives stimulate action – purchase decision.
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