MKTG10001 Lecture Notes - Lecture 8: Personal Selling, Integrated Marketing Communications, Product Placement
27 Jul 2018
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Document Summary
Marketing mix (4ps) are the only controllable elements in the marketing environment for us to manipulate. Involves communication of information in order to influence attitudes and behaviours. Aims to communicate with target market about market offering. Must stay consistent with the rest of the marketing mix. The coordination of promotional efforts for maximum informational and persuasive impact on customers. Decide which ones work best based on target market. Imc implies a coordinated message across various media. Person sending the message to the target market is important, not the company (e. g. ) Sometimes people buying and receiving the message are different (e. g. ) toys. Decoded have to check target audience understands the message. Factors and key considerations that we should pay attention to when designing market strategy: Note: adjust communications styles based on target market. Meet objectives of brand awareness & brand attitude. How to select channels depends on who your target market is and where they go to find information.
