MCS 3620 Chapter Notes - Chapter 1: Advertising Campaign, E-Procurement, Customer Relationship Management

• 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 on the intended target audience. Advertising: a form of marketing communications designed to stimulate a positive response from a defined target market. Good advertising will influence the behavior of that audience. Once a positive attitude toward a specific product or company is created in the customers mind, that customer may be motivated to purchase the product or look favorably upon it. Product advertising: advertising that provides information about a branded product to help build its image in the minds of customers. Promotional advertising: advertising that communicates a specific offer to encourage an immediate response from the target audience. Direct response communications: the delivery of a message to a target audience of one; the message can be distributed by direct mail, direct response television, or telemarketing.