MKT 100 Lecture Notes - Lecture 11: Direct Marketing Association, Integrated Marketing Communications, Yonge-Dundas Square

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Steven Chuang

Document Summary

Which consists of: the communication process, the promotional mix, developing the promotional mix, developing, executing and evaluating the integrated marketing communications. The promotional mix: advertising (paid media, personal selling, public relations (earned media, sales promotion, direct marketing. Street canvassers, often used to close big business deals. Influence through a third party (e. g. the media) Are sites like yelp effective pr mechanisms: study has shown, in over 3,000 restaurants that a 1 star increase = 9% increase in sales revenue, only is true for independently owned restaurants not chains. Samples, coupons, rebates, price packs, premiums, contests, etc. Accounts for 76% of all marketing expenditures for packaged-goods companies. More competition and brands harder to differentiate decline in advertising efficiency. Problem with sales promotions is that people rely on making purchases only when there is sales active. Becoming annoying, and regulated (e. g. privacy concerns) Examples: direct mail, telemarketing, catalogs, email marketing, direct selling.