BUS 343 Lecture Notes - Lecture 18: Marketing Buzz, Multichannel Marketing, Viral Marketing

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Srabana Dasgupta

Document Summary

Promotion = coordination of marketing cmns efforts to influence attitudes or behavior: one of the 4 p"s & plays vital role, marketers should consider that every element of the marketing mix is actually a form of. E. g. ads it creates, packaging it designs, uniforms its employees wear, what other consumers say about their experiences w/firm. Successful marketing plans must produce great products & provide effective marketing cmns strategies: some marketing cmns push specific products or actions, whereas others try to reinforce an image that represents the entire org. Marketing cmns in general performs 1+ of the following roles: informs consumers about new g/s, reminds consumers to cont using certain brands, persuades consumers to choose 1 brand over another, builds relationships w/customers. Many marketing experts now believe a successful promotional strategy should blend several diverse forms of marketing cmns. 3 cmns models: one to many view. Single marketer develops & sends messages to many consumers @ once.