MKT 100 Lecture Notes - Lecture 11: Marketing, Personal Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Week 11: mkt100: chapter 14: integrated market communications. Communicating with consumers: the communication process ( s t cc r) Senders adjust messages according to the receiver"s traits medium and. There is 6 communication tools which are: electronic media, advertising, personal selling, direct marketing, public relations, sales promotion. In-depth integrated marketing communication tools: advertising , most visible element of imc b. It is effective at creating awareness and generating interest: personal selling, some products require the help of a salesperson. Direct marketing characteristics: annual growth rates outgrip retail sales. Thanu: there are 4 defining characteristics: b. i. Can provide information for a marketing database: online marketing, websites, blogs, social media, public relations (pr): The importance of pr has grown as a cost of other medias has increased. An imc campaign combines, new, and traditional media marketing tools and tactics to connect with consumers across multiple platforms. Should be explicitly defined and measured: frequency, reach, gross rating points, web tracking.