COMMERCE 2MA3 Chapter Notes - Chapter 13: Integrated Marketing Communications, Guerrilla Marketing, Sales Promotion
17 Apr 2014
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Document Summary
Integrated marketing communications : promotion: communications link between buyers and sellers. The communication process : sender: source of the message communicated to the receiver, message: communication of information, advice, or a request by the sender to the receiver. It achieves understanding by both receiver and sender. It stimulates the receiver"s needs and suggests an appropriate method of satisfying them. Aida concept: steps through which an individual reaches a purchase decision: attention, interest, desire, and action. Noise: any stimulus that distracts a receiver from receiving a message. Channel: medium through which a message is delivered. Objectives of promotion : the following objectives of promotion, provide information to consumers and others. Primary demand: desire for a general product category. Selective demand: desire for a specific brand within a product category: differentiate a product. Product differentiation: when consumers regard a firm"s products as different in some way from those of competitors: accentuate a product"s value, stabilize sales.
