BUSN 101 Chapter Notes - Chapter 16: Portable Media Player, Exponential Growth, Podcast
14 Apr 2016
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Promoion mix combinaion of promoional tools an organizaion uses. Integrated markeing communicaion (imc) combines the promoional tools into one comprehensive, uniied promoional strategy. Adverising paid, nonpersonal communicaion through various media by organizaions and individuals who are in some way ideniied in the message. Adverisers pay to put their product into shows and movies where the audience will see them: ex: characters in a movie drinking a speciic brand of beverage. Full length tv program devoted to promoing a paricular good or service. Shows how the product works in great detail. Interacive promoion marketers reach a dialogue buyers and sellers work together to create mutually beneicial exchange relaionships. Requires marketer to develop a single product and promoional strategy it can implement worldwide. If same everywhere, companies save money in research and design. Can be more successful if targeted toward a speciic region or group. Problems if a language diference changes the meaning of the product.
