BUAD 307 Lecture Notes - Lecture 12: Integrated Marketing Communications, Messenger, Channel (Communications)
11 Nov 2016
School
Department
Course
Professor
Document Summary
Goal: the marketing mix delivers a consistent message across marketing channels. Sender (firm) transmitter encodes message (pr department) communications channel (media) receiver decodes messages (consumer) Also using social media, billboards, consumers, gucci sweaters. More unconventional physical locations: linked to jay-z"s biography, hotel swimming pool. 2: desire: convincing consumers they want the product/service, action: purchasing product/service. Teaser ads revealing only a little bit about the product. Stimulating senses (smell of freshly baked bread) Celebrities: lebron james signing with nike for a life-time contract. Limited-time offers or bonus to apply now. Implemented in korea for busy, tired shoppers. Recreating the in-store experience but reducing wait time with online sales. Putting advertising and smartphone qr codes in subway stations. Interactive, online: direct marketing (mobile marketing), online marketing (blogs, social media) Interactive, offline: personal selling, contests, direct marketing (telemarketing) Depends on short- and long-term goals, channel type. Gross rating points (grp) = frequency x %reach.
