BSM 200 Lecture Notes - Lecture 3: Tumblr, Linkedin, Integrated Marketing Communications

• School: Ryerson University
• Department: Business Essentials
• Course: BSM 200
• Professor: Mary Foster

Document Summary

Message created by sender sent through communication channel. Message transmitted to receiver receiver decodes message receiver may form response. Noise may interfere at any level of the cycle and distract from the message. If (cid:272)o(cid:374)su(cid:373)ers a(cid:374)d distri(cid:271)utors do(cid:374)"t k(cid:374)o(cid:449) a(cid:271)out a produ(cid:272)t, they (cid:272)a(cid:374)"t pur(cid:272)hase or sell it. Done in the introductory and growth stage of the product life cycle. Co(cid:374)(cid:448)i(cid:374)(cid:272)i(cid:374)g (cid:272)o(cid:374)su(cid:373)ers that a (cid:272)o(cid:373)pa(cid:374)y"s (cid:271)ra(cid:374)d is (cid:271)etter tha(cid:374) a (cid:272)o(cid:373)petitor"s (cid:271)ra(cid:374)d. Typically used by older companies to ensure that consumers do(cid:374)"t forget them. Done in the later stages of the product life cycle. Personal selling: involves face to face or electronic communication of the features and benefits of the product, preferred technique for high-cost products and large purchases, most costly form of promotion, informative and persuasive. Advertising: aimed at a large target market, can be reached through large forms of media, seen virtually everywhere, focused on persuading and reminding.