MKTG EXAM #4 : Chapter 18, 2010 - Integrated Marketing Communications "Promoti

41 cards   |   Total Attempts: 182
  

Cards In This Set

Front Back
  • Promotional Mix -
Tools to 1)inform and 2) Persuade (get trail) and 3) reinforce
  • when we coordinate all of our promotional activities to provide a consistent message
IMC -
  • Communication
  • Source - ->encoding - Message - Channel of Communication - decoding ->Receivers -
  • encodes message, where idea originates ex: company, organization, person
  • Source -
  • info sent
  • Message -
  • means of conveys the the message
  • Channel of Communication -
    - decodes message, who reads/sees/hears the message
    Receivers
    -converting into a symbolic code
    >encoding -
    paid mass communication, the goal is for long-term brand building, expensive
    Advertising -
    • efficient means for reaching large numbers of people
    Strengths of advertising -
    A lot of clutter, expensive, difficult to receive good feedback, measurement is not easy esp if it is long term
    Weakness of advertising -
    2 way communication, customized
    Personal selling -
  • immediate feedback, very persuasive, can select audience, can communicate complex info
  • Strengths of Personal selling -
    Extremely expensive per exposure, messages may differ with what salespeople say
    weakness of Personal selling -
    mass, no direct payment to media (unpaid), trying to generate publicity about brand/company
    Public Relations -