AC 111 Lecture Notes - Lecture 2: Digital Marketing, Integrated Marketing Communications, Consolata Missionaries

• School: FIT
• Department: Advertising and Marketing Communications
• Course: AC 111
• Professor: Hunter

Document Summary

Marketing- process of evaluating the wants and needs of customers and developing products that satisfy. Made available through a particular channel of distribution. Developing a program of promotion/communication to create awareness. Marketing mix- controllable elements of marketing program including price, promotion, place, product. Mass media- non-personal channel of communication that allows a message to be sent to many people at once. Advertising- paid, non-personal communication about a brand, company, or product. Marketing communications planning- that includes strategic mix of advertising, direct response, public relations. Modern- bundles: advertising, pricing, package design, direct marketing, publicity, sales promotion, website. Marketing starts with the development of a marketing strategy and analysis. Imc: integrated marketing communications ensures that all forms of communications and messages are carefully linked together. Imc means integrating all of the promotional tools and components so that they work together. Imc achieves the objectives of a marketing campaign through a well-coordinated use of different promotional methods that reinforce each other.