MKT 510 Lecture Notes - Lecture 6: Integrated Marketing Communications, Mobile Marketing, Brand Equity
Document Summary
Marketing communications: the means by which firms attempt to inform, persuade, and remind consumers (directly or indirectly) about the brands they sell. Intentions: a person must plan to act in the desired manner of the communication. 5: behavior: a person must actually act in the desired manner of the communication. Four major marketing communication options: advertising and promotion: interactive marketing: Promotion any paid form of non-personal presentation and promotion of ideas, goods, or services i. tv ads, radio, print, direct response (internet, phone, mail, etc), billboards & posters advantages: visually attracting consumers disadvantage: could get visually distracting. 2. identify it often: promise the listener a benefit early in the commercial. Geotargeting- marketers take advantage of digital technology to send messages to consumers based on their location and the activities they are engaged in. Opt-in advertising - users agree to allow advertisers to use specific, personal information send them targeted ads and promotions (ex.
