MKT 100 Lecture Notes - Vending Machine, Niche Market, Personal Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Salespeople can add value which makes the expense worth it. These people know most about price, commission and are very knowledgeable: advertising: Most visible element of integrated mkt communication (imc: personal selling. More expensive than other forms of promotion: sales promotion. Aimed at both end user consumers or channel members. Used in conjunction with other forms of imc: direct marketing. Characteristics: targeted, motivates action, measurable, can provide info for mkt database: electronic media: Consumers becoming smarter (skeptical about mkt, pr becomes more important) Ex: customize your own laptop from virgin mobile. Importance of pr grown as cost of other media increased. Steps to plan an integrated mkt communication campaign. Considerations: role that advertising plays in attempt to meet overall promotional objectives. Nature of the market and product influence size of budget: convey message. Have messages such as life is good or designed for humans . Rational appeal: evaluate and select media.