BUSN 70 Lecture Notes - Lecture 26: Integrated Marketing Communications, Marketing Buzz, Viral Marketing
13 Mar 2021
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Document Summary
Although air freight is the most expensive mode of transportation, it is also the fastest. Its speed is particularly important for perishable products such as foods. Warehousing = the design and operation of facilities to receive, store and ship products. Companies can own their own warehouse, lease a private warehouse or rent space in a public warehouse. Materials handling = the physical handling and movement of products in warehousing and transportation. Handling processes vary significantly due to product characteristics. Promotion encourages consumers to accept products and influences opinions and attitudes. Advertising, personal selling, publicity and sales promotion are collectively known as the promotion mix. Coordinating the promotion mix elements and synchronizing promotion as a unified effort. This approach results in delivery of the desired message to consumers. Advertising = a paid form of nonpersonal communication transmitted through a mass medium, such as television commercials or magazine advertisements.
