MKTG2004 Lecture Notes - Lecture 10: Interpersonal Communication, Mass Communication
Document Summary
L10 promotion and in tegrated marketing c ommunication (imc: communication. Communication: the 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. Differentiate: differentiate market offering in order to create some element of perceived uniqueness. Reinforce: reinforce, remind and reassure customers about the benefits that the product or service offers. Inform: inform customers and ensure awareness, knowledge and understanding of products. Persuade: persuade customers to behave in a particular way most usually by making a purchase. Advertising: any form of non-personal, paid communication in which the product or company is identified. Public relations: indentifying areas of public interest and executing programs to earn public understanding and acceptance. Saes promotion: marketing activites other than personal selling, ads and pr that stimulate purchases (e. g. coupon, rebate, bonus offer, loyalty, contests) Personal selling: interpersonal communicaiotn between sales rep and prospective buyers in an attempt to influence purchase situation.
