MCOM 214 Lecture Notes - Lecture 10: Relationship Marketing, Sensory System, Normative Social Influence

• School: Towson University
• Department: Mass Communication
• Course: MCOM 214
• Professor: Dr.Rhee

Document Summary

Creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value. (cid:862)imc is (cid:449)hat (cid:373)akes relatio(cid:374)ship (cid:373)arketi(cid:374)g possi(cid:271)le(cid:863: achieving wholeness creating synergy. Product messages: messages from the product, price, or distribution element. Unplanned messages: employee gossip, unsought news, rumors, disasters, wom. Advertising pyramid (traditional: task that ad can perform. Convince two thirds of the comprehending group that the lighting bug is a high-quality car, reliable, economical, and is fun to drive. Advertising strategies: target audience, product concept, media strategy, message strategy (all make up creative brief) Creative strategies: verbal & nonverbal strategies layouts/storyboards. Message strategy: what to say: developed by account management/account planning department, a guidi(cid:374)g approa(cid:272)h to a (cid:272)o(cid:373)pa(cid:374)y"s or i(cid:374)stitutio(cid:374)"s pro(cid:373)otio(cid:374)al communication efforts for its products, its services, or itself. Vs. creative strategy: how to say: ex.