MKTG 360 Lecture Notes - Lecture 3: Cost Per Mille, Integrated Marketing Communications, Sales Promotion
Document Summary
The communication mix = involves the various elements companies can use to communicate with the target market including advertising, public relations, sales promotion, and personal selling: integrated marketing communications. Carefully coordinating all promotional messages to assure the consistency at every touchpoint between a company and the consumer. Sales promotion personal selling packaging communication customer focused . Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention (cognitive [thinking]) interest (affective [feeling]) desire (conative [doing]) action. The way in which a sender encodes a marketing idea and conveys it through a message and medium so receivers can decode and understand it, and then respond with feedback. [marketing communication tools and their level of control] Word of mouth public relations personal selling sales promotion advertising direct marketing: public relations. Pr is two-way communication designed to improve mutual understanding and positively influence relationships between the marketer and its internal and external publics.
