MGCR 352 Lecture Notes - Lecture 13: Customer Switching, Direct Marketing, Personal Selling
8 Nov 2016
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Document Summary
The careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets its audience. Must always be consistent, builds brand image. What are the goals and tasks of promotion: inform, increase awareness, explain product, build company image, persuade. One way mass communication about a product or organization that is paid for by an identified sponsor (eg. tv, radio, newspaper, magazines, books, billboards: advantages. Full control over the messaging: disadvantages. High total cost (ex: national tv campaign) A form of communication management that evaluates public attitudes and seeks to earn public understanding and acceptance (eg. through events). It is not fully clear who sponsors/pays for this. Ex: muppet cupcakes sent to popular bloggers. In hope that they will take a picture and write about it on their blogs. Ex: james bond coca cola challenge: advantages. More trust than advertising, not clear that you paid for it.
