MARK301 Lecture Notes - Lecture 12: Canadian Club, Online Advertising, Psychographic

• School: University of Alberta
• Department: Marketing
• Course: MARK301
• Professor: Peter Popkowski

Document Summary

Advertising sales promotion: targeted selling personal selling direct marketing, through the other 3 p"s, place, product public relations o, price. Objectives: define the five promotion mix tools for communicating customer value, discuss the need for integrated marketing communications, push vs. Pull strategy: discuss different advertising message strategy and appeal, explain how companies use public relations to communicate with their publics. How do companies communicate to consumers: promotion mix, mass selling, these need to be consistent too they need to say the same thing to consumers as your promotion. Integrated: traditional, separate marketing functions handled by experts in separate departments, promotion functions handled by separate advertising or other agencies. Integrated marketing communications: a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Imc is getting more important factors that influence the use of promotional tools. Introduction----inform: builds primary demand, growth---------persuade, stimulates selective demand, maturity--------remind, promotes repurchase.