MARK 453 Study Guide - Midterm Guide: Direct Marketing, Database Marketing, Customer Engagement
Document Summary
Noise: anything that distorts or disrupts a message might occur at any stage in the communication process. Clutter: what exits when consumers are exposed to hundreds of marketing messages per day, and most are tuned out most common form of noise affecting marketing communications. Consumers tend to tune out, or actively avoid advertisements (forward, skip, block) Traditional framework of marketing promotions: advertising, sales promotion, and personal selling activities focused mainly on advertising & division of labour. Imc: incorporates digital marketing, social media, & alternative methods of communication. It also includes activities such as database marketing, direct response marketing, personal selling tactics, sponsorships, and public relations programs - uses multiple communication channels & a unified strategy. Changing a brand"s image: may not be possible, necessary when target marker shrink/disappear or when the brands name no longer matches the industry trends and consumer expectations, requires trying to influence views of the product or service category.
