COMMUN 105 Lecture Notes - Lecture 1: Marketing Communications, Online Advertising, The Sender
Document Summary
Marketing communications, marketing channels, and service p"s. Marketing communications are the means by which rms attempt to inform, persuade, and remind consumers, directly or indirectly, about the brand and the offerings they sell. Direct communication indirect communication: word of mouth (no direct connection between company & customer), product placement (hide the purpose in a certain context) Sales promotion: short term incentives to make customers try out a product. Events and experiences: e. g. movie festivals which are sponsored by brands. Public relations and publicity: programs which aim to make the brand popular/known to the public e. g. journalist should report about the brand. Direct and interactive marketing: e. g. online activities (online campaigns), but also direct. Word-of-mouth-marketing: can also be written or per mail. Personal selling: face to face more convincing, answer questions. Direct marketing: online or offline (mail = brief for a offers) Sender must know which message to send (e. g. increase send or highlight needs/brand) and which audience to reach.
