BU352 Chapter Notes - Chapter 14: Integrated Marketing Communications, Blog, Direct Response Television
Document Summary
Advertising: a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future. Advertising schedule: specifies the timing and duration of advertising. Affordable method: a method of determining a communications budget based on what is left over after other operating costs have been covered. Blog (weblog or web log): a web page that contains periodic posts; corporate blogs are a new form of marketing communications. Cause-related marketing: commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit; a type of promotional campaign. Click-through rate: the number of times a user clicks on an ad divided by the number of impressions. Communication channel: the medium print, broadcast, the internet that carries the message.
