MKT 3305 Lecture Notes - Lecture 12: Email Spam, Marketing Communications, Direct Marketing
Document Summary
Communication models in a digital world that is always on". Marketing messages can assume many forms with a variety of objectives: from quirky tv commercials and viral videos to blimps with blinking messages, savvy marketers know each element of the marketing mix is a form of communication. All marketing communications aim to either inform, remind, persuade, or build relationships. Idea to communicate: translated into a perceivable form that conveys meaning , words, music, and images, spokespeople, animated characters. Decoding: the receiver assigns a meaning, translates the message that makes sense to him or her. Promotion mix refers to communication elements that the marketer controls: mass (one-to-many) communication : includes advertising, sales promotion, and public relations. Intended to reach many prospective customers at the same time: personal (one-to-one) communication : includes personal selling and direct marketing. Marketers face inherent trade-offs between the extend of message control and the perceived credibility of the message.