MKT-3010 Lecture Notes - Lecture 4: Federal Communications Commission, Search Engine Marketing, Individualism
20 Dec 2016
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Document Summary
Model shift: less broadcasting, more narrowcasting. Advertising: paid and from an identifiable source, persuasive, most visible element of imc, generates awareness and interest, impersonal, very costly, political advertising not as regulated as companies, tools: broadcast, print (newspapers), internet, outdoor (car wraps/billboards) Sales promotions: special incentives, excitement-building programs, excitement-building programs, end user or channel members, short-term (you do not want to train customers to only buy if there is a discount ex. Bed bath and beyond: examples: discounts, coupons, demonstrations, premiumps, contests, sweepstakes, rebates, sampling, pop up stores, cross promoting, pop (point of purchase) displays) Public relations (pr: free media attention importance of pr has grown, tools: news releases, annual reports, brochures, psas, press kits, event sponsorship (coop thinks this should be own deal) Personal selling: two way flow of communication, buyer and seller influence purchase decision, venues: internet, telephone, face to face, video teleconferencing.
