MKT 100 Lecture Notes - Lecture 12: Integrated Marketing Communications, Airline Ticket, Free Product

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Julie Kellershohn

Document Summary

Slightly more questions on stu after the midterm. Some products require the help of a salesperson. If the salespeople adds signi cant value, it makes the expense worth it. Tend to see this when the item is quite expensive. Can be aimed at both end consumers or channel members. Used in conjunction with other forms of imc. Can be used for both short-term and long-term objectives. Important to understand contest and value of the item. Extremely e ective at creating awareness and generating interest. Importance of pr has grown as cost of other media has increased. Consumers are becoming more skeptical about marketing, pr is becoming more important. Appears to be less biased and more believable. Inform various constituencies about the activities of the organization and highlighting area of expertise. Direct mail/email targeted, printed or e-communication sent to a prospective consumer"s (e-)mailbox. Catalogue hard copy and online welcomed in 80% of the canadian holes.