BUS 343 Chapter Notes - Chapter 10: Tripadvisor, Yelp, Zagat
11 May 2016
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Chapter 10 readings: one-to-many: the traditional communication model (page 356) Promotion: the coordination of a marketer"s communication efforts to influence attitudes or behaviour. Every element of the marketing mix if actually a form of communication. Marketing communication in general performs one or more of four roles: It informs consumers about new goods and services. It reminds consumers to continue using certain brands. It persuades consumers to choose one brand over others. Integrated marketing communication (imc): a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. The imc argues that consumers come in contact with accompany or a brand in many different ways before, after and during a purchase. Multichannel promotional strategy: a marketing communication strategy where they combine traditional advertising, sales promotion and public relations activities with online buzz building activities.
