MARK 3000 Final Ch 17, 18, 19, 15, 8 – McManus Exam Study Guide 2024
9 views 0 purchase
Module
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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller PossibleA. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for £10.90. You're not tied to anything after your purchase.
