MKTG 320 Chapter Notes - Chapter 13: Customer Relationship Management, Promotional Mix, Interactive Media
Document Summary
Chapter 13: the international promotional mix and advertising strategies. Companies use the promotional mix to communicate with international consumers about their products and services. What is an example of a personal medium. The sponsor of the ad, usually represented by an advertising agency. The sender encodes the message into words and images and communicates it to the target market. The sender"s goal is for the messager to be received as intended. Receives the message and decodes it into meaning. Channel of communication -- see next slide. The communication medium used to send the message to the target market. Nonpersonal print media: magazines, billboards, pamphlets, or point-of purchase displays. Personal media: salespeople, telemarketers, or individuals involved in a tradeshow. Interactive media: web pages, computer terminals on retailer premises. Often, cultural differences and multiple languages increase the level of. Message feedback is offered through purchase of the product promoted.
