COMM 223 Lecture Notes - Lecture 8: Sales Promotion, Direct Marketing, Media Controls
Document Summary
Marketing communication model integrate all of the following. Advertising: any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Sales promotion: short-term incentives to encourage purchase or sale of a product or service. Personal selling: personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. Direct marketing: direct communications with targeted individuals to obtain an immediate response and lasting customer relationships. Public relations: building good relations and corporate image with company"s publics using publicity and handling unfavorable events. Integration and coordination of the firm"s various communication channels or promotion mix elements. Three points in integration/coordination: clarity, consistency, positive synergy. Push: marketing activities toward channel members (intermediaries, channel members promote the product to final consumers, personal selling, trade promotion. Pull: marketing activities toward end users (consumers, consumers demand product from channel members nintendo wii, advertising, consumer promotion.
