MGT252H5 Lecture Notes - Lecture 10: Integrated Marketing Communications, Direct Response Television, Marketing Mix
Document Summary
Lecture #10 - integrated marketing communications and the promotion mix. All communication eforts must be integrated and coordinated in order to deliver a consistent, clear, and compelling message about the organization and its products. Other elements of the marketing mix must communicate the same message such as: Conlicting messages from diferent sources or promotional approaches can consume company or brand images. The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently. Push strategy involves retailer advertising product (i. e. appliances for home. Pull strategy involves producer promoting product and consumer visiting various retailers demanding it. Access to comparative information about companies, products, and competitors. Low cost, eicient, fast alternative to reach markets. Access to buyers not reachable through other channels. Advertising any paid form of non-personal presentation and promotion of ideas, goods, or service by an identiied sponsor. Businesses, not-for-proit organizations, and the government all advertise. Telling the market about a new product.