MKTG 373 Study Guide - Final Guide: Integrated Marketing Communications, Sales Promotion, Personal Selling
Document Summary
Promotion: communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior, telling target customers that the right product is available at the right place at the right price; basic types are: Personal selling: direct spoken communication between sellers and potential customer. Immediate feedback, but is expensive, often combined with mass selling and sales promotion. (customer service is a form of personal communication between a customer and a seller to resolve a problem with a purchase). Mass selling: communicating with large numbers of potential customers at the same time. Advertising: (main form of mass selling) any paid form of nonpersonal presentation of ideas/goods/services. Traditional media like magazines, newspapers, radio and tv, signs, direct mail, and. Publicity: any unpaid form of nonpersonal presentation of ideas/goods/services. Publicity people are paid, but they try to avoid paying media costs. Youtube, provide opportunities for customers to review products, or write blogs.
