Study Guides (248,641)
United States (123,476)
Marketing (25)
MKT 201 (13)

MKT 201 Exam 3.docx

7 Pages

Course Code
MKT 201
Smita Kulkarni

This preview shows pages 1 and half of page 2. Sign up to view the full 7 pages of the document.
Chapter 17 11/08/2011 Product + Place + Promotion *** + Place Slide 1: Integrated Marketing Communications Advertising Personal Selling Online Marketing Direct Marketing Public Relations Sales Promotions Slide 3:          (work together) Sender     ▯            Transmitted                      ▯  Channel  ▯   Receiver (Firm)      (create message & encode message)                     (Customer)                                                                                    (decodes message) Noise – the interference when the customer is attempting to decode the message Comes from competing messages from different companies, competitor’s messages interfere Comes from using incorrect channel Comes from misinterpretation of messages To succeed in message transmission, they must ask the customer for feedback about the advertising  strategy to see if the message they are sending is being transmitted effectively Research the receiver Assess the kind of channel you are using Who/what company is doing your advertisement? Slides 4­7: AIDA Model Attention/Awareness ▯ surround customer with information from all different sides (multichannel marketing) Interest in mind of consumers ▯ the message should be compelling enough to make customers interested Desire to buy product Action – actual purchase, motivate customer to purchase,  Other possible actions include: Word of mouth Feedback to company of the customer’s opinion Incentives for regular customers Lagged Effect ▯ delayed response, customers will buy at their own convenience Limited time offer Limited
More Less
Unlock Document

Only pages 1 and half of page 2 are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.