Management and Organizational Studies 3322F/G Lecture Notes - Lecture 1: Integrated Marketing Communications, Customer Relationship Management, Direct Response Television

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Beth Lee

Document Summary

Integrated marketing communications: the coordination of all marketing communications in a unified program that maximizes the impact on the intended target audience. The growth of social media is a factor that an organization must consider: simply having facebook or twitter isn"t good enough, an effective and well-planned social media strategy must be integrated into the communications mix. Integration of message strategy, regardless of medium, is crucial to generating maximum impact on the target audience. Advertising: a paid-for-media-delivered message by an identified sponsor designed to stimulate a positive response from a target audience. Placement of persuasive messages in time or space purchased in any of the mass media by organizations that seek to inform and persuade members of a target market about their products, services, organizations, or ideas. Good advertising will influence the behaviour of that audience that is the primary function.