Management and Organizational Studies 1021A/B Lecture Notes - Lecture 5: Integrated Marketing Communications, Sales Promotion, Absolut Vodka

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Barry Hawn

Document Summary

What comprises promotional tools: personal selling, word of mouth, advertisement, public relations, direct media, television, display ads. Developments in marketing communications: the (cid:498)age of selection reception(cid:499, rise of social media, consumer can filter out marketing communications, consumers can praise or criticize brands, tend to be very judgmental/criticize more. The result: marketers need to constantly come up with new ways to get your attention. Approaches to marketing communications: outbound marketing (traditional sources, more traditional form, broadcast messages to consumers, consumer are avoiding this more and more. Inbound marketing (online sources: newer form, consumers find product and messaging online, marketers facilitate through search engine optimization, pay-per- click ads, social media, result of paid, earned and owned media. Encoding and decoding depend on a common frame of reference: If we create a commercial, we need to create something that the end consumer can relate to: the basic difficulty in the communication process occurs during encoding and decoding.