MGMT 105 Lecture Notes - Lecture 16: Advertising Management, Integrated Marketing Communications, Sales Promotion
Document Summary
Electronic media, e. g. web site, blogs, customer review websites, online games. Consumers don"t distinguish between different message sources. Conflicting messages from different sources may lead to confusion. Retailer"s price advertising may negate brand advertising in terms of consumer perception of quality. Step 3: decide on a push or a pull strategy. Pushing: using promotion efforts to push wholesalers & retailers to carry the company"s product. B2b companies usually push more, spending more in personal selling, followed by sales promotion, advertising and public relations. Pulling: using promotion efforts to stimulate consumer demands and pull the product through the distribution channel. B2c companies usually pull more, spending more in advertising, followed by sales promotion, personal selling and then public relations. Relating to the adoption process and aida model. Market introduction stage: personal selling to get the few innovators, sales promotions to entice good channel members to carry the product, sales promotions to attract customers.
