ADM 2320 Lecture Notes - Lecture 11: Integrated Marketing Communications, Geographical Pricing, Direct Marketing

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

> addresses the impact of shipping, which is often a major cost for manufacturers e. g, firms typically use all of the following except. C) coupons & rebates d) e. g, the key to successful pricing is to match the product or service with the consumer"s _______________: value perceptions. > imc is the promotion dimension of the four p"s. > uses a variety of communication methods: (general advertising, personal selling, Sales promotion, public relations, direct marketing, digital media) > integrated marketing communications is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message (at every contact point) about the organization and its products. > a marketing communicator starts with a clear target audience in mind. > campaign success depends on how well the advertiser can identify its target audience. > the audience may be: potential buyers/current users, those who make the buying decision/those who in uence it, individuals, groups, or publics: set objectives.