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Lecture 9

MGMA01H3 Lecture Notes - Lecture 9: Integrated Marketing Communications, Mcrib, Convenience Store

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Sam J Maglio

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5 different ways (components of promotion)
1. Advertising (paid and not personal, i.e. product placing in popular spot)
2. Personal Selling (personal conversation between buyer and seller, i.e. car dealer)
3. Public Relations (non personal, indirectly paid, does not pay for the space, i.e. free copies of
albums for hopefully and favourable review)
4. Sales Promotion (free sample, Coupon, short term lowered value to attract consumers, or as a
commission incentive to sellers)
5. Direct Marketing (sales call, mailing list, door knocking)
Integrated marketing communications
Traditional: Separately done tasks
Now: coordinating all promotional stuff so that everything is consistent (everything integrated and how
does it look to the consumer?)
IMC Strategy
Consistency, variation (different promotion styles to attract different people), complementarity (buy
one and keep the receipt for purchase next time)
Major Decisions
Who is the target
Besides the customer, keep in mind the channel partners and influencers (want the people
selling on board to help increase sales like buying a popular spot in the convenience store)
Influencers: famous, well known person who has a high reach
What do we want, objective?
o What kind of company do you want to be/look like
o What is the creative concept (the visual, or a phrase); create impact
o Real Beauty Campaign
Covers and idea that can be used in smaller sub ads
o Ad appeals
Affective: emotional (humour, excitement, money, sex, warmth)
Like the ad, like the brand
Negative affect (a little bit helps highlight negative consequences)
Celebrities (works when fits with company image and likable, lacks
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