MKTG 2800 Chapter Notes - Chapter 17: Lead Generation, Integrated Marketing Communications, Direct Marketing

• School: University of Denver
• Department: Marketing
• Course: MKTG 2800
• Professor: Tia Quinlan- Wilder

Document Summary

Ch 17 integrated marketing communications and direct marketing. Promotional mix combination of one or more of the five communication tools. The promotional element consists of five communication tools including advertising, personal selling, sales promotion, public relations, and direct marketing. These tools can be used to inform buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product. Integrated marketing communications the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences. Communication the process of conveying a message to others, and it requires six elements: a source, a message, a channel of communication, a receiver, and the process of encoding and decoding. Source- a company or person who has information to convey. Encoding the process of having a sender transform an idea into a set of symbols.