MGMT 1 Chapter Notes - Chapter 16: Portable Media Player, Customer Relationship Management, Product Placement
Document Summary
Promotion: one of the 4 p"s of marketing. Consists of all the techniques sellers use to motivate people to buy their products/ services. Communicate with people in target markets & persuade them to participate in marketing exchange. Email, mobile, social networking, blogging, podcasting, tweets, etc. Promotion mix : combo of promotional tools an org uses. Integrated marketing communication (imc) : combines promotional tools into one comprehensive, unified promotional strategy. Create positive brand image, meet needs of consumer, meet strategic marketing. Advertising: paid, nonpersonal communication through various media by organizations. & individuals who are in some way identified in the message , which is nonpersonal communication that does not have identified sponsor. Money advertisers spend for commercial time pays production costs of tv and radio programs. Helps cover major costs of producing newspapers & magazines. Must choose which media will best reach audience they desire. Radio: effective at selling to people who don"t read print media.
