MCS 3620 Chapter Notes - Chapter 1: Selective Perception, E-Procurement, Database Marketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Bharat Sud

Document Summary

Integrated marketing communications coordination of all marketing communications in a unified program that maximizes the impact on the intended target audience. Advertising form of marketing communications designed to stimulate a positive response from a defined target market. Primary function: influence behaviour: positive attitude > positive behaviour. Promotional advertising communicates specific offer to encourage an immediate response form target audience: coupon/contest. Delivery of message to target audience of one can be distributed by. Placement of advertising message on website or an ad delivered by email or through mobile communications devices internet is number one medium in canada in terms of time spent on medium advertising online seen as interruption or intrusion Process enabling organization to develop an ongoing relationship with valuable customers captures and uses information about customers to advantage in developing relationships: direct-response and interactive communications most suitable. Sales promotion activity providing incentives to bring about immediate response from customers, distributors and an organization"s sales force coupons, samples, contests, refunds.