the use of mass media such as free to air television radio newspaper and

The use of mass media such as free to air television

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the use of mass media such as free-to-air television, radio, newspaper and magazines, as well as other media, such as cinema and outdoors’. b) Advertising ‘is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor’. c) Targeted communication ‘is the method of how marketing organisations tailor their messages to suit various market segments’ (examples include pay TV (satellite, cable, microwave), home shopping, public relations, door-to-door, catalogues) d) In-store communication ‘is the use of media, tools and technology at store level’ (examples include retail counter selling; merchandising, location TV, radio, aisle displays) e) One-to-one communication ‘is the use of integrated database marketing to track an TUTORIAL OVERVIEW Product & Service Characteristics Summary Discussion Questions T8
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individual customer’s buying pattern’ (includes all examples of database marketing such as direct mail, telemarketing and telesales). Sales promotion ‘is the short -term incentives to encourage purchase of a product or service’. Steps in developing integrated marketing communication There are nine elements in the process of communication: 1. Sender party sending the message to another party, 2. Encoding the process of putting through into symbolic form, 3. Message the set of symbols that the sender transmits, 4. Media the communication channels through which the message moves from sender to receiver 5. Decoding the process by which the receiver assigns meaning to the symbols encoded by the sender, 6. Receiver the party receiving the message sent by another party, 7. Response the reactions of the receiver after being exposed to the message, 8. Feedback the part of the receiver’s response communicated back to t he sender, 9. Noise the unplanned static or distortion during the communication process that results in the receiver getting a different message from the one the sender sent. Identifying the target audience A marketing communicator starts with an identifiable target audience. Audience types include: potential or current buyers, individuals, groups, special publics or general publics. NOW IN YOUR TEAMS APPLY THIS TO YOUR ASSIGNED PRODUCT and ensure you write notes and keep a record as this is valuable for your plan. Recall your target audience and think about the message, what is it and how the customer would like to receive it?
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