MKTG 477 1st Edition Lecture 4 Outline of Last Lecture I. Promotion lingoOutline of Current Lecture II. Breakdown of two headlinesa.“Madison Avenue”b.Spot vs. Network TVIII. Chapter 1 highlights from booka. IMCb. Promotional MixCurrent LectureDirt Devil – exorcist commercial“Madison Ave. out of touch?”- Madison Avenue – more than just a street in New York City o Hollywood? The movie industryo 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 marketo Network – tries to reach a national audience (more expensive)Chapter 1 highlightsThese 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 customersa. Underlined words – marketing communicationb. Italicized words – integrated communication (cohesive designs throughout the department)2. Promotional mix elements a. Advertisingb. Public Relationsc. Sales Promotion i. Consumers – 20 cents off cereal, rebate, contest, etc.ii. Businesses – product placement, end displays, slotting fee/allowance, exitfee (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 accountsiii. The company’s own sales repsd. Personal selling/Direct
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