MRKT 351 Lecture Notes - Lecture 14: Integrated Marketing Communications, Tactical Airborne Reconnaissance Pod System, Sales Process Engineering
24 Mar 2019
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Document Summary
Integrated marketing communications: advantages and disadvantages of each. Media selection: deciding on reach, frequency, impact, choosing media types, selecting media vehicles, selecting media vehicles involves decisions presenting the media effectively and efficiently to the target customer and must consider the message"s: impact, effectiveness and cost. Debate of efficacy of advertising: weak vs. strong: strong: primarily historical view of advertising, weak: reminder function of advertising, the aida model is an advertising hierarchy of effect model. The sales process should be sustainably optimized on the basis of this model. The acronym aida stands for the terms attention, interest, desire, and action. So how much should we spend: your budget reality, based on goals may need x, based on funding may only have y, options, reduce goals, phases, reduce high price tactics (ex: colors) Media choices: your target audience, profile (ex: demographics, media habits/usage, compatibility, overall marketing objective within imc, simultaneous use, multiple platforms, competitive activity analysis, avoid clutter, resources.
