Class Notes (783,221)
Canada (480,539)
Marketing (1,345)
MKT 100 (932)
Laila Rohani (108)

Chapter 14 Notes.docx

3 Pages
Unlock Document

Ryerson University
MKT 100
Laila Rohani

Chapter 14 Notes - Chapter 14/15= 20% of final exam Integrated mkt communications: Communication with consumers: (communication process) Noises from the environment along with feedback - Sender (firm) - Transmitter encodes message - Communicate the message (media) - Consumer receives and decodes message Integrated marketing communication tools: 1. Advertising: - Effective at creating awareness/ generating interesting - Most visible element of integrated mkt communication (IMC) 2. Personal Selling - Some products require help of salesperson - More expensive than other forms of promotion - Salespeople can add value which makes the expense worth it - These people know most about price, commission and are very knowledgeable 3. Sales Promotion - Aimed at both end user consumers or channel members - Rebate: mostly done by manufacturer - Premium: - Coupon: mostly done by retailer - Used in conjunction with other forms of IMC 4. Direct marketing - Personal selling - Direct mail - Kiosk: similar to vending machine. Ex: customize your own laptop from virgin mobile - Direct response TV: infomercials - Catalogue - Characteristics: targeted, motivates action, measurable, can provide info for mkt database 5. Electronic media: - Websites - Blogs - Social media 6. Public Relations: - Consumers becoming smarter (skeptical about mkt, PR becomes more important) - “free” media attention - Importance of PR grown as cost of other media increased Steps to plan an integrated mkt communication campaign 1. Identify target audience - Tone of message, inform persuade remind, mass/niche media(mass media if big market, niche market if specialized and small target market), tracking(survey on how target market responds), generate awareness(let target market try product), appe
More Less

Related notes for MKT 100

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.