MKTG 2800 Lecture Notes - Lecture 17: Lead Generation, Integrated Marketing Communications, Direct Marketing
4 Sep 2016
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Chapter 17 integrated marketing communications and direct marketing. Promotional mix: the combination of one or more of these communication tools advertising, personal selling, sales promotion, public relations, and direct marketing. Inform prospective buyers about the benefits of the product: persuade them to try it, remind them later about the benefits they enjoyed by using the product. Integrated marketing communications (imc): the concept of designing marketing communications programs that coordinate all promotional activities advertising, personal selling, sales promotion, public relations, and direct marketing to provide a consistent message across all audiences. Communication: process of conveying a message to others, and it requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding. Source: may be a company or person who has information to convey. Message: the information sent by a source, such as a description of a new smartphone.
