MKTG 2030 Chapter Notes - Chapter 10: Marketing Buzz, Viral Marketing, Online Advertising
6 Nov 2014
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Promotion: coordination of marketing communication efforts to influence attitudes/behaviours. Everything an organization says/does is a form of marketing communication every element of the marketing mix is actually a form of communication. Today messages take many forms: tv ads, t-shirts, blimps, customer made ads. Some of these push specific products while others promote actions. 4 roles: to inform consumers of goods/services, to remind consumers to continue using certain brands, to persuade consumers to choose one brand over another, to build relationships with customers. Multichannel promotional strategy: combines traditional ads/promotion/pr with online buzz-building activities. 3 communication models: traditional ( one to many ): single marketer develops/sends messages to many consumers at once. Source encodes: source is an organization/individual that sends the message and encoding is the process of translating an idea into a form of communication that will convey meaning. Message: actual content that goes from the source to a receiver information needed to persuade, inform, remind or build a relationship.
