MCS 3620 Chapter Notes - Chapter all: Integrated Marketing Communications, Direct Response Television, Brand Loyalty

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Tim Dewhirst

Document Summary

Direct response communications the delivery of a message to a target audience of one; the message can be distributed by direct mail, direct response television, or telemarketing. Sales promotion an activity that provides incentives to bring about immediate response from customers, distributors, and an organization"s sales force. Public relations a form of communications designed to gain public understanding and acceptance. Personal selling face-to-face communication involving the presentation of features and benefits of a product or service to a buyer; the objective is to make a sale. Consumers" media habits are shifting toward digital media alternatives. The popularity of social media networks presents challenges and opportunities for organizations. Mobile communications are positioned to become the next big thing in marketing communications. The roe of database marketing and direct forms of communications to reach individuals is expanding. The demand for efficiency and accountability in organizations is increasing. Inputs for marketing communications planning: consumer behaviour essentials.