ADM 2320 Lecture Notes - Lecture 11: Integrated Marketing Communications, Marketing Buzz, Viral Marketing

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

Evolution of communication: telephone, radio, television, cell phone, internet, google, Advertising, sales, promotion and publicity (integrated marketing communications) (cid:1005)(cid:1013)(cid:1009)(cid:1004)s to ea(cid:396)l(cid:455) (cid:1010)(cid:1004)s full se(cid:396)(cid:448)i(cid:272)e age(cid:374)(cid:272)ies. (cid:1005)(cid:1013)(cid:1010)(cid:1004)s a(cid:374)d (cid:1011)(cid:1004)s sophisti(cid:272)ated (cid:272)lie(cid:374)ts de(cid:373)a(cid:374)ded dis(cid:272)ou(cid:374)ts. (cid:1005)(cid:1013)(cid:1012)(cid:1004)s age(cid:374)(cid:272)ies ask fo(cid:396) global product mandate (gpm) as tradeoffs for volume discounts. (cid:1005)(cid:1013)(cid:1013)(cid:1004)s lots of f(cid:396)ust(cid:396)atio(cid:374), pe(cid:396)fo(cid:396)(cid:373)a(cid:374)(cid:272)e; glo(cid:271)al (cid:271)usi(cid:374)ess; (cid:396)esult-oriented expectations. (cid:1006)(cid:1004)(cid:1004)(cid:1006) pe(cid:396)fo(cid:396)(cid:373)a(cid:374)(cid:272)e-based billing and single system for all divisions. Advertising, personal selling, direct marketing, public relations, sales promotion. Customers absorb information about a product or firm from many sources. Customer point-of-view to coordinate all communication efforts. Conduct research of consumer reactions before being placed in media. Minimizes chance of mistakes and negative publicity. Money: market share, advertising frequency, product substitutability. Message: message generation, message evaluation and selection, execution. Media: reach, frequency, media types, media timing. Program designed to build interest (or encourage) a product during a specified time period. Price-based: coupons, deals, refunds, rebates, special packs. Attention: premiums (no extra charges), sampling, contests, sweepstakes.