MKT 100 Lecture Notes - Lecture 12: Integrated Marketing Communications, Sales Promotion, Personal Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Imc is the promotion dimension of the four p"s: uses a variety of communication methods. Digital media: all done in combination. Is it deception to disguise the message sender: marketers use websites to promote movies and tv shows, some sites do not identify that they are promotional tools. Campaign success depends on how well the advertiser can identify its target audience. Information gathered sets tone of advertising and media selected. Objectives can be short-term (generate inquiries, increase awareness, prompt. Stage in the product life cycle trial) or long-term (increase sales, market share, loyalty) and may aim to inform, persuade or remind customers. Advertising spend as a percentage of sales. Differentiate a product by communicating its unique attributes. Often becomes the common theme or slogan of the entire campaign. Niche media reach a smaller more targeted audience. A frequently purchased good such as soda, most firms use a continuous strategy. A flighting schedule is often used for seasonal goods.