MCS 1000 Lecture Notes - Lecture 16: Online Advertising, Telemarketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Raffi Sarmazian

Document Summary

Chapter 16 integrated marketing communication (imc) and direct marketing. The communication of one or more of these communication tools: advertising, personal selling, sales promotion, public relations, direct marketing. Designing marketing communication programs that coordinate all promotional activities to provide a consistent message across all audiences. To maximize the promotional budget and impact of the communications. The process of conveying a message to others, which requires six elements: source, message, channel of communication, receiver, encoding, decoding. Advertising: any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor. Personal selling: the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person"s or group"s purchase decision. Public relations: seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, shareholders, suppliers, employees, and other publics about a company and its products and services. Publicity: a non-personal, indirectly paid presentation of an organization, good, or service.