MKT 100 Lecture Notes - Lecture 12: Integrated Marketing Communications, Direct Response Television, Direct Market

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Imc recognizes the role of a variety of promotion strategies that are combined to clarity, consistency and maximum impact the seamless integration of messages provide through. Some products require the help of a salesperson. More expensive than other forms of promotion. Salespeople can add significant value, which makes the expense worth it. Can be aimed at both end user consumers or channel members. Used in conjunction with other forms of imc to stimulate demand. Can be used for both short-term and long-term objectives. Extremely effective at creating awareness and generating interest. Consumers becoming more skeptical about marketing, pr becoming more. Importance of pr has grown as cost of other media has increased important. Can"t control the type of news that gets put out. Direct response marketing (commonly used in b2c) Events and sponsorships (commonly used in b2c) Direct marketing characteristics: targeted, personalized, motivates an action, is measurable, provides information.