Management and Organizational Studies 2320A/B Lecture Notes - Lecture 12: Canadian Blood Services, Integrated Marketing Communications, Direct Response Television

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Ricardo Reyes

Document Summary

Delivers a consistent message and lowers costs. Senders adjust messages according to the medium and receivers" traits. Marketers use websites to promote movies and tv shows. Some sits do not identify that they are promotional tools. Some products require the help of a salesperson. More expensive than other forms of promotion. Sales people can add significant value, which makes the expense worth it. Can be aimed at both end user consumers or channel members. Used in conjunction with other forms of imc. Can be used for both short-term and long-term objectives. Types: catalogue, direct response tv, kiosk, personal selling, direct mail/ email. One of the fastest-growing forms of retailing with billion in annual sales. 4 defining characterisitcs: targeted motivates an action measurable can provide info for a marketing database. Extremely effective at creating awareness and generating interest. Targeted, printed communication sent to a prospective consumer"s mailbox. Strong call to action via 1-800 number, mail or website.