ADMS 2200 Chapter Notes - Chapter 14-15: Integrated Marketing Communications, Guerrilla Marketing, Promotional Mix

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Marius Dobre

Document Summary

Chapter 14: integrated marketing communications, advertising, and digital communications. Receiver decodes, or interprets, the message and sends feedback. Throughout, noise can interfere with the transmission of the message over the channel. Aida concept: the acronym aida stands for attention, interest, desire (or decision), action, and it is one of the founding principles of most modern-day marketing and advertising. In fact, it"s often said that if your marketing or advertising is missing just one of the four aida steps, it will fail. Promotional mix: subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and nonpersonal selling to achieve promotional objectives. Personal selling: refers to a seller"s pro(cid:373)otio(cid:374)al prese(cid:374)tatio(cid:374) (cid:272)o(cid:374)du(cid:272)ted o(cid:374) a perso(cid:374)-to-person basis with the buyer. Nonpersonal selling: includes advertising, product placement, sales promotion, direct marketing, public relations, and guerrilla marketing.