MGCR 352 Lecture Notes - Lecture 11: Integrated Marketing Communications, Vending Machine, The Muppets
17 Nov 2016
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Imc: the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets its audience (being able to recognize a brand without the name) What are the goals and tasks of promotion? *relates to product life cycle (introduction) (growth/maturity) (maturity/decline) One-way mass communication about a product or organization that is paid by an identified sponsor (ex. Tv, radio, newspaper, magazines, books, billboards) - clear who is behind it / paying for it. Pvr lets people skip ads, so product placement is needed during the show. A form of communication management that evaluates public attitudes and seeks to earn public understanding and acceptance (ex. Through events) - not fully clear who is behind it / paying for it (e. g protect placement) Ex. muppet cupcakes sent to bloggers to post about upcoming movie.
