MKT 100 Study Guide - Final Guide: Advertising Mail, Sales Promotion, Personal Selling
3 Dec 2012
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MKT 100 Full Course Notes
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More expensive than other forms of promotion. Salesperson helps add value which makes the extra expense worthwhile. Aimed at both end users as well as channel members. Used for both short-term and long-term objectives. Most visible form of integrated marketing communications. Extremely effective at creating awareness and generating interest. To try and get free mentions in the media. This is utilized to get consumer interest in products. Importance of pr has grown as costs of other media has increased. Used to generate a transaction or to get a response. Can provide information for a marketing database. Direct mail/email: targeted, printed or (e-) communication sent to prospective customers. Catalogues: print advertisements sent to prospective customers outlining the goods/services provided. Kiosks: facilitate services and goods directly to consumers (ex: airline tickets) Events and sponsorship: promoting athletes, celebrities and events in order to get into the minds of customers. Push: personal selling, sales promotion, trade shows.
