MKT 100 Lecture Notes - Lecture 26: Direct Marketing, Aisle, Integrated Marketing Communications

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Mary Foster

Document Summary

Tactics that are used to remind consumers that a product is still present, and why the consumer should continue to consider purchasing the product . Establishing a distribution network is essential to the success of a product. Remind: during the later stages (mature/decline) where a focus is put on reminding consumers not to forget the product: promotion on consumer (advertising) is used purely to reinvigorate a product"s usefulness. Personal selling: electronic/in-person communication of the features and benefits of the product with a demonstration, sponsored dinner/meet-up usually included: preferred technique for high-cost, highly technical products and is very costly. Is both informative and persuasive: from a b2b perspective: this technique is used for large purchases with technical components that require a salesperson to deliver the pitch. Advertising: aimed at a large target market and is reachable by various forms of media (print, radio, t. v, electronic: is both persuading and reminding, targeted online advertisement is pushed according to previous click history.