BUAD 332 Final: Ch 12 and 13 Final Notes
Document Summary
Chapter 12 & 13: integrated marketing communication: advertising, sales promotion, and public. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising- one to many: can reach masses of geographically dispersed buyers, can repeat a message many times. Is impersonal, one-way communication: can be very costly for some media types. Who uses advertising: business firms, non-profit organizations, professionals, government. Advertisers spend more than billion each year; worldwide spending approaches billion. Short-term incentives to encourage the purchase or sale of a product or service. Sales promotion- one to many: wide assortment of tools, attracts consumer attention, offers strong incentives to buy. Building good relations with the company"s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Public relations- one to many: very believable, reaches people who avoid salespeople and ads, can dramatize a company or product.
