ADMS 2200 Lecture Notes - Lecture 12: Integrated Marketing Communications, Guerrilla Marketing, Sales Promotion

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Kim Snow

Document Summary

Chapter 14: integrated marketing communications, advertising, and digital communications. Integrated marketing communication: the customer is at the heart of marketing communications. Imc begins with their wants or needs and then works backward to the product. Importance of teamwork successful implementation of imc requires consistent, coordinated promotional effort at every stage of customer contact. Role of databases in effective imc program the internet allows companies to gather information faster and organize it easily. The communication process: sender encodes a message, receiver decodes, or interprets, the message and sends feedback, throughout, noise can interfere with the transmission of the message over the channel, aida concept. Promotional mix subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives. There are two types of guerrilla marketing: buzz marketing, viral marketing.