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Summary Chapter 17 - Business Management 114 $2.76
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Summary Chapter 17 - Business Management 114

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Summary of 4 pages for the course Business Management 114 at SUN

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  • May 31, 2017
  • 4
  • 2017/2018
  • Summary
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Chapter 17 – Developing Integrated Marketing
Communication

Integrated Marketing Communications
*coordination of promotion efforts to ensure maximum
informational and persuasive effects on customers
 Overall marketing costs have increased significantly so more
pressure on managers to choose the most effective method

Promotion
 Commonly 2 misconceptions
1. That highly visible promotions make up the entire field
2. That they are unnecessary and just push up he price of
products
 2 roles of promotion are
1. Facilitates exchange directly or indirectly by informing
individuals about firms products so they have more
positive feeling about the firm
2. Usually designed for specific groups
3. Effective promotion relies on quality and quantity of
information available to customers

The Promotion Mix
 Advertising – paid nonpersonal message communicated to
select audience through mass media
 Personal Selling – personal communication aimed at
convincing customers to buy firms products
 Sales Promotion – use of activities/materials as a directs
inducement to customers
 Public Relations - communication tactics used to create and
maintain a positive relationship with the public

Advertising
 Primary demand advertising – advertising aimed at increasing
demand for all brands in a specific industry
 Selective-Demand Advertising – used to sell a particular brand
of product
 Institutional Advertising – designed to help improve a firms
image and reputation

, Types of advertising media
1. Newspaper
 Short life-span
 Cannot target specific group
 Inexpensive
2. Magazines
 Reach specific groups
 Longer lifespan than newspapers
 Expensive
 Must be handed in 2-3 months before printing
3. Direct Mail
 Very selective
 Effectiveness can be measures
 Fails if mail lists outdated
 Relatively costly
4. Yellow pages
 Purchased for year and cannot be changed
 Monthly payments
5. Out-of-home advertising
 Billboards, posters and signs
 Must be short message
 Suitable for products that can be displayed as picture
6. Television
 National reach
 Audience can be selected to an extent
 Can pay to have product in television program (product
placement)
 Infomercial – program of just advertisements
7. Radio
 Offers selectivity
 Cheap
 Can change ads on short notice
 Absence of visual images
8. Internet
 Increasing in popularity
9. Social Media
 More personal
 Only reaches person at computer

Personal Selling
 Most adaptable method
 Most expensive method

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