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Chapter 13

Chapter 13 Textbook Notes.docx

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McMaster University
Stephen Charko

Chapter 13: Integrated Marketing Communications Integrated Marketing Communications… • Promotion: communications link between buyers and sellers. Function of informing, persuading, and influencing a consumer's purchase decision • Marketing Communications: messages that deal with buyer-seller relationships • Integrated Marketing Communications (IMC): coordination of all promotional activities to produce a unified, customer-focused promotional message o Effective IMC strategies are reliant on: • Teamwork • Databases The Communication Process… • Sender: source of the message communicated to the receiver o Message: communication of information, advice, or a request by the sender to the receiver • Accomplishes 3 tasks: i. It gains the receiver's attention i. It achieves understanding by both receiver and sender i. It stimulates the receiver's needs and suggests an appropriate method of satisfying them • AIDA Concept: steps through which an individual reaches a purchase decision: attention, interest, desire, and action • Encoding: translating a message into understandable terms • Decoding: receiver's interpretation of a message • Feedback: receiver's response to a message • Noise: any stimulus that distracts a receiver from receiving a message • Channel: medium through which a message is delivered Objectives of Promotion… • The following objectives of promotion: 1. Provide Information to Consumers and Others 1. Increase Demand • Primary Demand: desire for a general product category • Selective Demand: desire for a specific brand within a product category 1. Differentiate a Product • Product Differentiation: when consumers regard a firm's products as different in some way from those of competitors 1. Accentuate a Product's Value 1. Stabilize Sales Elements of the Promotional Mix… • Promotional Mix: subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives o Personal Selling: interpersonal influence process involving seller's promotional presentation conducted on a person-to-person basis with the buyer o Non-personal Selling: promotion that includes advertising, product placement, sales promotion, direct marketing, guerrilla marketing, and public relations - all conducted without being face to face with the buyer • Advertising: paid, non-personal communication through various media about a business, not-for-profit organization, product, or idea by a sponsor identified in a message that is intended to inform, persuade, or remind members of a particular audience • Product Placement: form of promotion in which a marketer pays a motion picture or television program owner a fee to display a product prominently in the film or show • Sales Promotion: marketing activities other than personal selling, advertising, guerrilla marketing, and public relations that stimulate consumer purchasing and dealer effectiveness  Trade Promotion: sales promotion that appeals to marketing intermediaries rather than to consumers • Direct Marketing  Direct Mail: communications in the form of sales letter, postcards, brochures, catalogues, and the like conveying messages directly from the marketer to the consumer  Catalogues  Telemarketing: promotional presentation involving the use of the
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