ADMS 2200 Chapter Notes - Chapter 14: Integrated Marketing Communications, Marketing Communications, Guerrilla Marketing

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Jean Adams

Document Summary

Adms 2400 ch 14 integrated marketing communications, advertising, and digital communications. Promotion function of informing, persuading, and influencing consumer"s purchase decision. Marketing communications messages that deal with buyer-seller relationships. Integrated marketing communications (imc) coordinates all promotional activities (figure 14. 1 pg. Integrated marketing communications customer-focused promotional message: customer oriented marketing programs, customer is at heart of marketing communications. Then work in reverse to the product: looks at imc th(cid:396)ough (cid:272)o(cid:374)su(cid:373)e(cid:396)"s (cid:448)ie(cid:449)poi(cid:374)t, success of imc depends on. Increase in media options provide more ways to gather and send information. Digital ads are likely to be directed at focused target market: coordination of imc often produces competitive advantage. Create unified personality for product or brand. Develop narrowly focused plans to reach specific target market. Requires everyone involved in every aspect of promotion function: consistent, coordinated effort at every point of consumer contact. Must partner with other firms to get the job done: role of databases in effective imc programs.