MKT 100 Lecture Notes - Lecture 12: Direct Response Television, Telemarketing, Advertising Mail

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

Imc is the promotion dimension of the four p"s. Uses a variety of communication methods: general advertising, personal selling, sales promotion, public relations, direct marketing, digital media. Senders adjust messages according to the medium and receivers" traits. There is never 100% comprehension of the message. Considerations: role advertising plays in their attempt to meet their overall promotional objectives, expenditures vary over the course of the product life cycle, nature of the market and the product influence the size of the budget. Unique selling proposition: differentiate a product by communicating its unique attributes, often becomes the common theme or slogan of the entire campaign. The benefit: rational benefit, emotional benfit. Niche media reach a smaller more targeted audience. Choosing the right medium: tv vs. radio vs. Media: paid media (advertising) earned media = word of mouth, shared media= Execution style must match the medium and objectives. Extremely effective at creating awareness and generating interest.