ADMS 2200 Lecture Notes - Lecture 9: Integrated Marketing Communications, Guerrilla Marketing, Advertising Management

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Andreas Strebinger

Document Summary

Promotion is the communication link between buyers and sellers, the function of informing, persuading, and influencing a consumer"s purchase decision. Communication is the broad term referring to the transmission of a message from sender to receiver. Marketing communications are messages that deal with the buyer-seller relationships. These messages are sent through a variety of media, including tv, radio, direct mail, magazines, the internet, and cell phones. A company needs to coordinate all these messages so they make the greatest impact without overdoing it and causing consumers to completely tune them out. To prevent loss of attention, marketers are turning to integrated marketing communications (imc), which coordinates all promotional activities to produce a unified, customer-focused message. Marketers use this concept to develop consumer-oriented marketing programs, with the customer at the heart of the communications. Rather than separating the parts of the promotional mix, imc looks at these elements from the consumer"s viewpoint as information about the brand or the company.