MKT 100 Chapter Notes - Chapter 14,15,16: Integrated Marketing Communications, Sales Promotion, Costco

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Imc recognizes the role of a variety of promotion strategies that are combined to provide clarity, consistency and max. Combine group or bunch of communication strategies to hammer idea of brand. Use to provide consistency of communication and achieve max. impact. Consumer goal: get consumer to purchase product or get engaged. Different tools or strategies to achieve communication objective. First three: used primarily in business to business context. Last five: used in consumer to consumer context primarily. Some products require the help of a salesperson. More expensive than other forms of promotion. Salesperson can add significant value, which makes the expense worth it. Very expensive, therefore, utilized for complex and large purchases. Can be aimed at both end user consumers or channel members. Used in conjunction with other forms of imc to stimulate demand due to inability of high reach. Can be used for both short-term and long-term objectives. Encourage buyers or business buyers to make purchases.