MKT 100 Lecture 12: Lecture 12 - Promotion

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: All

Document Summary

Includes: personal selling, public relations, direct marketing, sales promotion, and advertising. Communication process: sender, transmitter (encodes message, communication channel, receiver (decodes message) Paid placement of a message in the media. Personal presentation by a rm"s sales force. For the purpose of making sales and building customer relationships: sales promotion. Free placement of a message in the media. On going process of building good relations with the company"s various publics by: obtaining favourable publicity, building a good corporate image, handling stories or events, and heading off unfavourable rumours: direct marketing. Direct communications carefully targeted to individual consumers and/or business. Designed to generate a response: digital media. Forms of direct selling: direct email/mail, catalogue, direct response tv, kiosk, and personal selling. 4 de ning characteristics: targeted, motivates an action, measurable, and can provide info for a marketing database: electronic media. Websites, blogs, social media, and mobile apps. Delivered through media such as tv, radio, print, internet, etc.