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MKT 201 Exam 3.docx

7 Pages
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Department
Marketing
Course Code
MKT 201
Professor
Smita Kulkarni

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Description
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
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