MKTG 351 Study Guide - Final Guide: Pinterest, Price Discrimination, Geographical Pricing
Document Summary
Advertising (mass communication): impersonal, one-way mass communication about a product or organization that is paid for by a marketer. Public relations (unpaid; effective but limited control): the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance. Sales promotions (can have a variety of objectives): marketing activities- other than personal selling, advertising, and public relations- that stimulate consumer buying and dealer effectiveness. Personal selling (expensive; face-to-face; high impact): a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other. Social media: promotion tools used to facilitate conversations and other interactions among people online. Integrated marketing communications (imc): the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer.
