MKT 100 Lecture Notes - Lecture 12: Media Planning, Feedback, Advertising Mail

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

Advertising: a paid form of communication from an identifiable source, delivered through communication channel, and designed to persuade the receiver to take some action, now or in the future. Personal selling: the two way flow of communication between a buyer and a seller that is designed to influence the buyers purchase decision. Sales promotions: special incentives or excitement building programs that encourage the purchase of a product or service, such as coupons, contests, free samples. Blogs: a web page that contains periodic posts. The organizational function that manages the firms communications to achieve a variety of objectives including building and maintain a positive image, handling or heading off unfavorable stories or events, and maintain positive relationships with the media. Mass media: channels such as national newspaper, magazines, radio and television, that are ideal for reaching large numbers of anonymous audience members (larger audience)