Management and Organizational Studies 2320A/B Study Guide - Dramatization, Marketing Buzz, Integrated Marketing Communications

28 views7 pages

Document Summary

Broadcast print, internet, outdoors, etc: sales promotion the short term incentives to encourage the purchase of sale of a product or service. Discounts, coupons, displays, demonstrations, etc: public relations involves building good relations with the company"s various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors, stories and events. Press releases, sponsorships, special events, web pages, etc: personal selling the personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. Integrated marketing communications the integration by the company of its communication channels to deliver a clear, consistent and compelling message about the organization and its products. Sender the party sending the message to another party. Encoding the process of putting through into symbolic form. Message the set of symbols the sender transmits. Media the communications channels through which the message moves from sender to receiver.