BUS 302 Chapter Notes - Chapter 12: Social Media Marketing, Marketing Mix, Microsite

• School: Stony Brook University
• Department: Business Management
• Course: BUS 302
• Professor: Ethan Pew

Document Summary

Campaign: a set of planned and coordinated activities geared toward achieving a goal. Integrated marketing communication (imc): integrating the promotional tools in the marketing mix around a single themes idea synergistic effect: ensures all promotional elements are linked together. Linked elements: advertising, personal selling, public relations, seo, television, radio, email, direct mail, events, web, and social media. Goals: increasing brand awareness, cultivating interest or encouraging contacts to respond to a specific call to action. Today: brands do not success with imc because they are applying tactics that don"t correlate with where their target audience spends their time / what they want. Social media marketing campaign: coordinated social media marketing effort to communicate with a target audience to achieve a marketing or business goal. Can be used to promote a product / service, an event. Also be used to build brand awareness + crease a community of brand advocates.