MKT 3013 Chapter Notes - Chapter 17: Advertising, Telemarketing
Document Summary
Mkt : ch 17 : integrated marketing communications. Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. When should the promotions be run: direct mail and catalog retailing, direct. Can reduce costs associated with operating a store. Increase in the costs of paper and postage. Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. There are no intermediaries between the producers and the consumer: customized communications, one on one interactions. Growth opportunities in international markets and particular consumer segments. Carefully integrating and coordinating the company"s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Customized information, ability to remember the customer"s response, and take into account the response for further communication. The personal interaction by the firm"s sale force for the purpose of engaging customers, making sales, and building customer relationships.
