MCS 3620 Chapter Notes - Chapter 1: Sales Promotion, Peer Group, Cultural Diversity

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Bharat Sud

Document Summary

Integrated marketing communications: the coordination of all marketing communications in a unified program that maximizes the impact in the intended target audience. Embraces many unique forms of communication including media advertising, direct response communication, digital communications (including mobile), sales promotion, public relations, experiential marketing & personal selling. Effective communication integration also considers packaging & its impact on consumers point-of- purchase & role of employees in communicating positive attitudes about product. For each component, the message delivered must be complementary. Clients look for total solutions communications approach to resolve their business problems. Placement of a persuasive message in time or space purchased in any of the mass media by organizations to persuade target market. Good advertising will influence the behaviour of intended audience. Advertisers may be product or promotion oriented. Promotional advertising: advertising that communicates a specific offer to encourage an immediate response from the target audience. Involves delivery of a message to a target audience of 1.