ECON344 Chapter Notes - Chapter 14: Adidas, Search Engine Marketing, Unique Selling Proposition
25 Oct 2014
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Document Summary
Outline the process that firms use to communicate with consumers. Explain the six tools of integrated marketing communication campaigns. List the steps in planning an integrated marketing communication campaign. Describe what appeals advertisers use to get customers" attention. Summarize how firms budget for and measure integrated marketing communications success. Identify how firms determine which media to use. Delivers a consistent message and lowers costs. Senders adjust messages according to the medium and receivers" traits. How does the advertiser help the receiver decode this as a breakfast food. Marketers use websites to promote movies and tv shows. Some sites do not identify that they are promotional tools. Extremely effective at creating awareness and generating interest (ex: superbowl) Some products require the help of a salesperson. More expensive than other forms of promotion. Salespeople can customize and add significant value, which makes the expense worth it. Can be aimed at both end user consumers or channel members.
