MKTG 2150 Lecture Notes - Lecture 3: Integrated Marketing Communications, Search Engine Marketing, Search Engine Optimization

• School: Mount Royal University
• Department: Marketing
• Course: MKTG 2150
• Professor: Jo- Anne Baillie

Document Summary

Marketing and communications: outbound marketing refers to the traditional marketing approach where marketers seek out consumers by widely broadcasting messages. Inbound marketing when interested consumers find the product and its messaging by using online techniques that marketers facilitate: these 2 often work together hand in hand. The integrated marketing communications (imc) approach includes: ads, pr, sales promotions, direct response, events and sponsors, selling. Marketing budget: rule of thumb: only 1% to 10% of annual gross revenue should be allocated to marketing, research indicates most industries spend 5% of their annual gross revenue on marketing initiatives. Internet: tv, newspapers, magazines, radio, outdoor (billboards, bus ads) Public relations: a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Sales promotion: sales promotion tactics include, coupons, discounts, trial offers. Direct response: designed to evoke an immediate response and compel prospects to take some specific action (ex. Personal selling: prospect, pre-approach, approach, presentation, close, follow-up.