BUS 343 Chapter Notes - Chapter 10: Viral Marketing, Marketing Buzz, Sales Promotion
8 Mar 2015
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Chapter 10: from one-to-many to many-to-many: traditional & new media. Learning objectives: understand the communication process and the traditional promotion mix, understand how marketers communicate using an updated communication model that incorporates buzz marketing activities and social media, describe the steps in traditional and multichannel promotional planning. Promotion: coordination of a marketer"s communication efforts to influence attitudes or behaviour. Integrated marketing communication (imc): strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. Multichannel promotional strategy: marcom strategy where they combine traditional advertising, sales promotion, and pr activities with online buzzing activities. Word-of-mouth communication: cmns that takes place when consumers provide info about products to other consumers. Communications model: process whereby meaning is transferred from a source to a receiver. Source transmits a message through some medium to a receiver who listens and understands the message.
