ADV-3008 Study Guide - Quiz Guide: Budget, Customer Switching, Corporate Identity
Document Summary
Integrated marketing communication: a management concept designed to make adverting, sales promotions, and public relations work together as a uni ed force. Advertising: create an image over time for the company, relies on the consumers emotions, contributes to pro tability, adds intangible value to the product without changing the actual product (brand names), advertising to heart and sales promo to wallet. Sales promotion: creates immediate buying action ex: bogo sales give incentive to buy, rational appeals to buy because of money saving, contributes to short term pro tably because promotions are designed to work today, adds tangible value to product. Coordinating promotions: give awareness before the promotion, speak with one voice that gives a consistent message to the target market ex: men 35-45. Behavioral learning: future behaviors are determined by reinforcement of past behaviors, the more the behavior is rewarded the more likely the behavior is to repeat itself.
