Focus on consumers
Mass marketing is...
Focus on individual customer, uses databases to target individual consumers rather than mass audiences, send a well-focused message to each consumer using different approaches, use consumer-preferred media, favor interactive media.
3 Pillars of IMC
PR, advertising, and marketing
Use of controlled media in an attempt to influence the actions of targeted publics.
Process of researching, creating, refining, and promoting a product or service and distributing that product or service to targeted consumers. Include sales promotions and direct marketing.
Values-driven management of relationships between an organization and the publics that can affect its success.
Exists to promote organization's products
PR and consumer-focused marketing focus on needs and interests of publics, perform 2-way communication, and act to strengthen an organization.
Everything from product research and design to packaging, pricing, and demonstrations.
4 P's of Marketing
Product, price, place, promotion
Tries to end the hodgepodge of messages by ensuring that each aspect of marketing mix sends the same message
Focus on building relationships with the intent of persuading a consumer to buy a product.
4 C's of marketing
Consumer wants and needs, consumer's cost, convenience to buy, and communication
Educated consumers on dangers of carbon monoxide and then ran an advertising campaign; increased CO awareness by 75%; called the most successful new product introduction by Walmart
Using tactics of PR or IMC to develop a market
Use to determine where an organization stands in order to develop needed IMC; analysis of communications network, identification of prioritization, evaluation, content analysis, and assessment of knowledge
Communication to a consumer that is designed to generate a response in the form of an order, request for information, or visit to a store
Fall of Advertising
Al and Laura Ries' book
Named their shoes "Zyklon"
Names their shoes "Incubus"