MKT 2210 Lecture Notes - Lecture 30: Press Release, Crisis Management, Free Newspaper

• School: University of Manitoba
• Department: Marketing
• Course: MKT 2210
• Professor: Malcolm C.Smith

Document Summary

Ads on tv, newspapers, radio, consumers are avoiding this. Inbound markeing: when interested consumers ind the product and its messaging by using online techniques that marketers facilitate, including search engine opimizaion, pay-per-click ads, and the use of social media to connect with consumers. It is the result of paid, earned and owned media: newer form. These are oten used together to communicate with consumers. Smaller businesses rely on inbound markeing which is cheaper. Larger businesses use a combinaion of both techniques. Integrated markeing communicaions (imc): a communicaion approach that coordinates all promoional aciviies to provide a consistent message to a target audience. Each element has a disinct role and a purpose in the overall campaign. Markeing communicaion tools: adverising, public relaions, sales promoion, direct response, event markeing and sponsorship, and personal selling as the tools that communicate to target markets either online of oline.