MARK 3000 Final Ch 17, 18, 19, 15, 8 – McManus Exam Study Guide 2024
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Course
MRKT 3000
Institution
MRKT 3000
what is the goal of integrated marketing communications - to ensure your message is the same across the board
what makes up integrated marketing communications (IMC)? - 1. customers
2. communications channel
3. results
4 steps to the communication process - 1. sender
2. transmitter encode...
MARK 3000 Final Ch 17, 18, 19, 15, 8 –
McManus Exam Study Guide 2024
what is the goal of integrated marketing communications - to ensure your message is
the same across the board
what makes up integrated marketing communications (IMC)? - 1. customers
2. communications channel
3. results
4 steps to the communication process - 1. sender
2. transmitter encodes message
3. communications channel
4. receiver decodes message
*noise from the environment and *feedback are involved
senders in communication: - adjust messages according to the medium and receivers'
traits
The AIDA model - Awareness (Think)
Interest
Desire (Feel)
Action (Do)
6 methods of promotion - 1. advertising
2. public relations
MARK 3000 Final Ch 17, 18, 19, 15, 8 - McManus
, MARK 3000 Final Ch 17, 18, 19, 15, 8 - McManus
3. personal selling
4. sales promotion
5. direct marketing
6. online/social media
method of promotion:
advertising - -paid communication
-most visible element of IMC
-extremely effective at creating awareness and generating interest
method of promotion:
public relations - -"free" media attention
-importance of PR has grown as cost of other media has increased
-credibility
-consumers becoming more skeptical about marketing
-not directly paid
5 forms of public relations - 1. publicity
2. company tours
3. speakers
4. sponsorship
5. annual reports
method of promotion:
sales promotion - -can be aimed at both end user consumers or channel members
-special incentives
-used in CONJUNCTION with other forms of IMC
consumer sales promotion:
MARK 3000 Final Ch 17, 18, 19, 15, 8 - McManus
, MARK 3000 Final Ch 17, 18, 19, 15, 8 - McManus
sweepstakes - promotion in which prize winners are selected by chance
consumer sales promotion:
contests - promotions in which participants use some skill or ability to compete for
prizes
cross-promotion - any form of communication through which one industry relies on
another industry to promote its product
trade sales promotion - promotion activities directed to members of the marketing
channel, such as wholesalers and retailers
-must offer fairly
-can create conflict in the channel
method of promotion:
personal selling - -some products require the help of a salesperson
-more expensive than other forms of promotion
-salespeople can add significant value, which makes the expense worth it
method of promotion:
direct marketing - -growing element of IMC
-delivery of promotional materials individually
-includes email and mobile marketing
-database tech improves
examples of direct marketing - 1. customer data bases
2. items mailed to home
3. emails to individuals
MARK 3000 Final Ch 17, 18, 19, 15, 8 - McManus
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