placing messages in media requiring no paymentooffers legitimacyocrisis managementExperiential Marketing •blend of marketing communications disciplines that engage people with a brand in a more personal way (Costco sampling, test drives, mazda’s 3D commercial, QR code scan)•creates an emotional connection with consumer in personally relevant and memorable waysoexample: Kraft peanut butter “spread the feelings”•event marketingoplanning, organizing, and marketing an event for a company or a brandoexample: Canadian tire owning the building for Ottawa senators•sponsorshipoproviding money to an event in return for specified marketing privilegesPersonal Selling•involves the delivery of a personalized message from a seller to a buyerohuman componentoreally important for B2B to establish relationships•handle consumer inquiriesoa lot of B2C components have moved online (live chat)•secure product distribution and availability
ocompany sending reps to make sure they are stocking products correctly and displays look niceFactors Encouraging Integrated Marketing Communications •social media penetration and popularityohomogenous messaging•mobile communications: the next big thingopeople are now creating a homogenous experience across devices. Brands are currently dealing with issues in translating their webpages into mobile product display sizes •database management techniques and customer relationship marketingoengage over long termomore likely to happen if telemarketing, sales force, distributors, ad campaigns all telling them the same message ocredit card data (Canadian tire card) can predict how likely a customer is to buy then develop a message precisely designed to meet customer needs •the demand for efficiency and accountability omost marketing is being held accountable for what they are doingoeveryone is working together and accountable for same goalsConsumer Behaviour Essentials •the acts that individuals perform in obtaining and using products, including the decision-making processes that precede and determine these acts•information is powerNeeds and Motives•needs: absence of something useful•motives: condition that prompts action to satisfy a need The Hierarchy of Needs •physiological needs: hunger, thirst, sex, shelter•safety needs: security, protection, comfort•social need: belonging, love from family and friends•esteem needs: recognition, achievement, status•self-actualization: fulfillment, to realize potentialPersonality and Self-Concept•
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- Fall '13
- o Marketing communications