MRKT 354 Lecture Notes - Lecture 9: Social Media Marketing, Sales Promotion, Target Market
6 Dec 2017
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Document Summary
Imc: integrated marketing communications, strategic coordination of all messages and media used by an organization to collectively influence its perceived brand value: advertising, pr, sales promotion, direct marketing, personal selling, word of mouth marketing. Cri= exposed to ad+ aware+ comprehend+ intend to buy+ buy. Expressed as percentage: low ad exposure, poor media selection and or limited exposure frequency, low ad awareness. Insufficient ad frequency and or ineffective ad content: low ad content recall. Insufficient ad frequency and or ineffective ad content: low intentions to take action. Insufficient ad frequency and or weak value proposition: low levels of desired action. Insufficient ad frequency and or action not clearly specified. Media selection: target market reach, % of target customers who are exposed to the business"s message through media incremental reach vs. incremental economic benefit. Sales effect (period 12) = 12x advertising expense.
