Filter By
Filter Reset
Lectures
  • All Lectures
  • Lecture 3 (1)
  • Lecture 4 (1)
  • Lecture 5 (1)
  • Lecture 6 (1)
  • Lecture 7 (1)
  • Lecture 8 (1)
  • Lecture 9 (1)
  • Lecture 10 (1)
  • Lecture 11 (1)
  • Lecture 12 (1)
Semester
Class Notes (1,031,295)
AUS (35,057)
MQ (1,874)
MKTG (89)
MKTG204 (10)

Class Notes for MKTG204 at Macquarie University

Integrated Marketing Communications

MKTG204 Lecture Notes - Lecture 12: Copy Testing, Behavior, Conation
Premium

Week 12 Friday, 2 November 2018 1:36 AM Advertising testing and campaign tracking A bad ad can hurt a brand even with a single Exposure A good ad of the same brand can outsell a bad one by about four times, even with the s...

Marketing
MKTG204
Lawrence Ang
MKTG204 Lecture Notes - Lecture 11: Sales Promotion, Direct Marketing, Ibm Db2
Premium

Week 11 Friday, 2 November 2018 1:07 AM Direct marketing Direct marketing can be defined as the use of non-personal media (e.g. Mail, telephone, or television)to design and deliver a profitable offer to the right person at...

Marketing
MKTG204
Lawrence Ang
MKTG204 Lecture Notes - Lecture 9: Earned Media, Brand Equity, Corporate Identity
Premium

Week 9 Friday, 12 October 2018 9:11 AM Public relations, corporate reputation and sponsorship PR has many functions: Conveying informationthrough press conferences or press releases Conducting media interviews to explain g...

Marketing
MKTG204
Lawrence Ang
MKTG204 Lecture Notes - Lecture 10: Personal Selling, Headon, Cognitive Dissonance
Premium

Week 10 Monday, 29 October 2018 12:30 AM What is personal selling? Personal selling can be defined as a dyadic (two way) communicationbetween the sales agent and the prospectivebuyer, in which the sales agent tries to infl...

Marketing
MKTG204
Lawrence Ang
MKTG204 Lecture Notes - Lecture 8: Behavioral Targeting, Earned Media, Social Influence
Premium

Week 8 Friday, 5. October 2018 08:57 Rise of social media Bring social animals, we are embedded in a rich network of social ties Within this network,we tend to copy and influence each other Our position (central or not) in...

Marketing
MKTG204
Lawrence Ang
MKTG204 Lecture Notes - Lecture 7: Habituation, Elaboration Likelihood Model
Premium

Week 7 Wednesday, 3 October 2018 10:41 PM What is the difference between a creative idea and its execution? A creativeidea is a unique and compelling way of amplifying the branded message that can help fu...

Marketing
MKTG204
Lawrence Ang
MKTG204 Lecture Notes - Lecture 6: Marketing Communications, Social Loafing
Premium

Week 6 Tuesday, 11 September 2018 4:38 PM Why creative advertising is important A creative ad is more likely to attract attention, be enjoyed more, create higher purchase intentions and increase market share for the brand ...

Marketing
MKTG204
Lawrence Ang
MKTG204 Lecture Notes - Lecture 5: User-Generated Content, Time Shifting, Mobile Telephony
Premium

Week 5 Friday, 31. August 2018 08:54 Billboards Billboard accounts for the largest share of all outdooradvertising (60) They serve a directional and frequency function To build brand awareness, make band logo prominent Don...

Marketing
MKTG204
Lawrence Ang
MKTG204 Lecture Notes - Lecture 3: Fanta, Brand Awareness, Marketing Communications

Week 2 Friday, 10. August 2018 08:59 Insight the sudden realisation of how a problem can be solved What is consumerinsight? Unexpected observationsof findings about consumer behavious, which a firm can captialise into prof...

Marketing
MKTG204
Lawrence Ang
MKTG204 Lecture Notes - Lecture 4: Big Bang, Marketing Communications, Dagmar Marketing

Week 4 Friday, 24. August 20109:05 Media strategy Media strategy is defined as planning the most efficient way of scheduling the ads in the chosen media vehicles so that the branded message can have the maximum exposure op...

Marketing
MKTG204
Lawrence Ang
Business Administration
BUS 343
All Professors
Permachart - Marketing Reference Guide: Predatory Pricing, Sales Promotion, Marketing Mix

Introductory Marketing 2 Introductory Marketing 3 permacharts TM ...

Business Administration
BUS 343
All Professors
Marketing - Reference Guides

An easy to follow summary of every key marketing principle. The ability to effectively match a product or service to a need requires a well rounded understanding of the selling, public relations, and advertising that makes...

MBA - Master's in Business Admin
MBA 643
All Professors

Log In


OR

Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit