MKTG-250 Lecture Notes - Lecture 13: 3E
12 Jun 2018
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Week 13
Advertising & PR
Re/ding due: Ch 15
Homework due: Online Quiz 6
Speci/l Topic- Customer M/n/gement
Notes
The Four Pʼs
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Integr5ted M5rketing Communic5tions (IMC)
The New M5rketing Communic5tion Model
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Steps in developing effective m5rketing communic5tion
Identify the t+rget +udience
Determine the communic+tion objectives
Design the mess+ge
AIDA - Get Attention, Hold Interest, Arouse Desire, Obt/in Action
Mess+ge content
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Choosing Medi+
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Document Summary
Pl,ce helps to deliver the product/v,lue - slowest to t,ke effect. Integr5ted m5rketing communic5tions is the integr,tion by the comp,ny of its communic,tion ch,nnels to deliver , cle,r, consistent, ,nd compelling mess,ge ,bout the org,niz,tion ,nd its br,nds. Owned medi, - the orgs website or ,pp. E,rned medi, - when medi, outlets t,lk ,bout you. Aida - get attention, hold interest, arouse desire, obt/in action. Emotion5l 5ppe5l is ,n ,ttempt to stir up positive or neg,tive emotions to motiv,te , purch,se. Mor5l 5ppe5l is directed ,t the ,udience s sense of right ,nd proper. Person5l communic5tion is effective bec,use it ,llows person,l. Control of pc - comp,ny, independent experts, word of mouth. Non-person5l communic5tion ch5nnels is medi, th,t c,rry mess,ges w/o person,l cont,ct or feedb,ck, including m,jor m,de, ,tmosphere, ,nd events th,t ,ffect the buyers directly. Events ,re st,ged occurrences th,t communic,te mess,ges to t,rget. The mess,ge s imp,ct on the t,rget ,udience is ,ffected by how the.
