MARKETNG 1001 Lecture Notes - Lecture 8: Loyalty Marketing, Direct Marketing, Viral Marketing
18 Sep 2018
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Document Summary
Communication by marketers that informs, persuades and reminds potential buyers of a product in order to influence an opinion or elicit a response. A plan for the optimal use of elements of promotion: advertising, public relations, direct marketing, personal selling and sales promotion. Role of promotion in the marketing mix. One or more unique aspects of an organisation that causes target consumer to patronize that organisation rather than competitors. Process by which we exchange or share meanings through a common set of symbols. Interpersonal communication: direct, face-to-face communication between two or more people. Method of carefully coordinating all promotional activities to produce a consistent, unified message that is costumer focused. Marketing method that relies on people to personally pass on a marketing message or information either by word of mouth or through other interpersonal communications. Sender: originator of the message in the communication process.
