DANCEST 805 Lecture 20:
Document Summary
Increasing mental and physical availability = increase penetration. Marketing communication mix: 4 p"s: price, promotion, product, place. Sales promotion: public relations, direct marketing, personal selling. 3 categories of media: paid for, owned, earned. Automatic behaviour & the theory of reasoned action. Theory of planned behaviour: used to predict deliberated and planned behaviour. Exchange impacts marketing communications: relationships become stronger as the frequency of exchanges increases or becomes more frequent. Combine 4 p"s: an inside-out approach, resource driven, an outside-in approach, needs of audience first. Tasks of mc are to drip: differentiate. Position; to make a product or service stand out in the category: reinforce, remind, reassure, refresh; to consolidate and strengthen previous messages and experiences. Inform: make aware, educate; to make known and advise of availability and features, persuade. Purchase or make further enquiry; to encourage further positive purchase-related behaviour.
