Management and Organizational Studies 1021A/B Chapter Notes - Chapter 32: Uptodate, Marketing Mix, Lead Generation

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Bob Larose

Document Summary

Often seen as a hybrid of advertising and public relations. = communications tool that provides short-term incentives to generate interest in a product or cause and encourages purchase or support. Social media sites e. g. fb and twitter are often used to deliver promotional offers to followers. Microsites provide online destinations where contests can be communicated and ppl can interact. User-generated content (cid:523)ugc(cid:524)= consumer content that is created by participants. Augmented reality (cid:523)ar(cid:524)= when real-world images interact w/ computer- generated info to provide additional info. (cid:884) types of sales promotion: consumer promotions= short-term marketing tools used to encourage immediate consumer purchase. E. g. coupons, premiums, contests, samples, rebates: trade promotions= short-term promotional tools used to generate support w/ wholesalers, distributors, or retailers. Trade shows, trade allowances and discounts, and cooperative advertising. = marketing communications tool designed to communicate w/ consumers one-on- one and elicit a direct action either online or offline.