MKTG 477 1st Edition Lecture 4 Outline of Last Lecture I Promotion lingo Outline of Current Lecture II Breakdown of two headlines a Madison Avenue b Spot vs Network TV III Chapter 1 highlights from book a IMC b Promotional Mix Current Lecture Dirt Devil exorcist commercial Madison Ave out of touch Madison Avenue more than just a street in New York City o Hollywood The movie industry o Madison Ave The advertising industry Top 25 spot TV advertisers Spot TV advertisements shown in specific DMAs 210 nationwide Spot vs Network TV advertising buys o Spot only tries to reach a specific audience in local market o Network tries to reach a national audience more expensive Chapter 1 highlights These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute 1 Integrated Marketing Communications IMC involves coordinating the various promotional elements and other marketing activities that communicate with the firm s customers a Underlined words marketing communication b Italicized words integrated communication cohesive designs throughout the department 2 Promotional mix elements a Advertising b Public Relations c Sales Promotion i Consumers 20 cents off cereal rebate contest etc ii Businesses product placement end displays slotting fee allowance exit fee if you don t meet quota we will take it off the shelf and pay you for your inconvenience middlemen wholesales retailers includes on premise accounts iii The company s own sales reps d Personal selling Direct marketing
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