MKT 1001 Lecture Notes - Lecture 12: Integrated Marketing Communications, Content Marketing, Advertising

• School: St. John's University
• Department: MKT - MARKETING
• Course: MKT 1001
• Professor: DiGangi

Document Summary

Advertising: reaches masses of buyers at a low cost per exposure, builds a long-term image for a product, can trigger quick sales, has a public nature an is viewed as legitimate, very expressive. Impersonal and lacks the direct persuasiveness of salespeople. Public relations: very believable to readers, can dramatize a company or product, reaches many prospects, effective and economical when well thought out, figure 12. 2 push vs. Pull promotion strategy: figure 12. 3 major advertising decisions, table 12. 1> possible advertising objectives. Informative advertising: communicating customer value, suggesting new uses for a product, building a brand and company image. Informing the market of a price change: telling the market about a new product, describing available services and support, explaining how a product works, correcting false impressions. Persuasive advertising: building brand preference, persuading customers to purchase now, encouraging switching to a brand, creating customer engagement, changing customer perceptions of product value, building brand community.