MKT 100 Lecture Notes - Lecture 11: Sentiment Analysis, Root Mean Square, Customer Relationship Management

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Hamed Mehrabi

Document Summary

Integrated marketing communications: about combining different forms of different communication techniques to generate sales, deliver a consistent, clear and compelling company product. Imc components: the consumer or target market, channels of communication, evaluation of results. Communication process: decoding - make sure consumers have the same interpretation of messages. Advertising, sales promotions and personal selling: advertising - paid form of communication; delivered through media; from an intangible source. The lagged effect: advertising does not always have an immediate impact, multiple exposures are often necessary, dif cult to determine which exposure led to purchase. Advertising objectives: inform - introduction new products; effective in introductory stage of the product life cycle, persuade - becomes more important as competition increases; comparative advertising is effective in maturity stage, remind - most important for mature products. Persuasive advertising: building brand preference, encouraging switching to your brand, chasing customers" perception of product attributes (brand reposition, persuading consumer to purchase now.