MKTG 735 Lecture Notes - Lecture 11: Media Planning, Unique Selling Proposition, Niche Market
27 Oct 2015
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Mkt 100 lecture 11 chapter 14 & 15 & branding 101. Personal selling: 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. Sales promotion: offered directly to customers and/or channel partners, used in conjunction with other forms of imc, can be used for both short-term and long-term objectives. Public relations: free media attention, pr has grown as cost of other media has increased, consumers becoming more skeptical about marketing, pr becoming more important. Direct marketing: personal selling, direct e-mail/mail, catalogue, direct response tv, kiosk. Electronic media: more interactive, needs to be innovative, multi-channel, via websites, blogs and social media. Advertising: most visible element of imc, extremely effective at creating awareness and generating interest. Noise from environment/feedback firm transmitter encodes message communication. Note: noise from the environment can come from any of the actors of the communication process.
