ADM 3322 Chapter Notes - Chapter 7: Five Ws, Sales Promotion, User Friendly
11 Mar 2019
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Document Summary
Oscar is having the time of his life. Speed, creativity, and fun are some of the attributes that can make a social media campaign go viral. Social media has become an integral part of many service organizations. This chapter focuses on how to plan and design an effective marketing communications strategy for services. An effective service marketing communications strategy starts with a good understanding of the service product and its prospective buyers. Important decisions include determining the content, structure, and style of the message to be communicated; its manner of presentation, and the media most suited for transmitting it to its intended audience. The integrated service communications model below incorporates all these considerations and serves as the organizing framework for this chapter. Prospects, users, and employees represent the three broad target audiences for any service communications strategy: prospects. Employ traditional communications mix because prospects are not known in advance.
