MARK301 Lecture Notes - Lecture 23: Direct Marketing, Personal Selling

• School: University of Alberta
• Department: Marketing
• Course: MARK301
• Professor: Peter Popkowski

Document Summary

Promotion mix: mass selling: advertising, sales promoton, public relations. Reaches large groups of consumers: targeted selling. The other 3 p"s: place, product: packaging, cheap can be simple packaging, expensive should be more upscale, price, these need to be consistent with what we want to convey to consumer. Traditional: separate marketing functions handle by experts in separate departments: each campaign was handled by a different agency hired by company. Integrated: make sure a company carefully coordinates all the communications channels and provides a clear and concise image about the product. Coordinate touch points(anywhere a consumer comes into contact with a product or brand) Integrated marketing: becoming a bigger thing for companies, It is getting more important because: fragmentation of media, its becoming harder to reach consumers, social media, marketers have to shift away from mass communication and focusing on segmented marketing, using a larger, richer mix of promotional tools.