ADM 3326 Chapter Notes - Chapter 1-4: Decision Rule, Classical Conditioning, Semiotics

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

Definitions: e(cid:454)(cid:272)ha(cid:374)ge: t(cid:396)ade of so(cid:373)ethi(cid:374)g of (cid:448)alue (cid:271)et(cid:449)ee(cid:374) t(cid:449)o pa(cid:396)ties su(cid:272)h as p(cid:396)odu(cid:272)t o(cid:396) se(cid:396)(cid:448)i(cid:272)e fo(cid:396) (cid:373)o(cid:374)e(cid:455). Review the marketing plan: fo(cid:272)us o(cid:374) the ma(cid:396)ket co(cid:373)pa(cid:374)(cid:455), (cid:272)o(cid:374)su(cid:373)e(cid:396), (cid:272)o(cid:373)petiti(cid:448)e, a(cid:374)d e(cid:374)(cid:448)i(cid:396)o(cid:374)(cid:373)e(cid:374)tal i(cid:374)fo(cid:396)(cid:373)atio(cid:374), e(cid:454)a(cid:373)i(cid:374)e (cid:373)a(cid:396)keting objectives, strategy, and programs, u(cid:374)de(cid:396)sta(cid:374)d (cid:396)ole of p(cid:396)o(cid:373)otio(cid:374) (cid:449)ithi(cid:374) (cid:373)a(cid:396)keti(cid:374)g pla(cid:374). Marketing plan: assess the marketing communications situation: Internal analysis: relative strengths and weaknesses of products/services, previous promotional programs, brand image, promotional organization and capabilities. External analysis: customer behaviour analysis, competitive analysis, environmental analysis: determine imc plan objectives. Establish imc behaviour objectives: develop imc programs. For advertising, sales promotion, public relations, direct marketing, and internet marketing: Set specific communication and behaviour objectives for each imc tool. Investigate integration options across all five programs: implement and control the imc plan. Specialized marketing communication services: direct-response agencies, sales promotions agencies, interactive agencies, pr firms. Chapter 3: consumer behaviour and target audience decisions.