In addition to advertising agencies, other outside agencies may provide marketers with specialized services that are important in developing and executing integrated marketing communication programs. Direct Marketing Agencies Fastest growing areas in IMC is direct marketing where companies communicate with their customers through telemarketing, direct mail and other forms of … [Read more...]
Types of Advertising Agencies
Advertising Agencies “An advertising agency is an independent organization of creative people and business people who specialize in developing and preparing market plans, advertisements, and other promotional tools”. -American Association of Advertising Organizations elect the outside agencies for their advertising and promotion needs for the following reasons: The skills … [Read more...]
Organizing for Advertising and Promotion
How a firm organizes for advertising and promotions is a function of a number of factors including The size of the organization, The number of products it markets, The role that advertising and promotion assume in the product mix, The advertising and promotions budget, and The structure of a firm. Read: IMC Planning Process Three organizational designs are … [Read more...]
Importance of Direct Marketing
Direct Marketing - Forms, Advantages, and Disadvantages | Learnistan | Dr. Nitin Kr Saxena Direct marketing involves a total set of activities by which the seller attempts to elicit a direct action response—for example, a purchase. A distinction is made between direct marketing and direct marketing media. The former includes the total set of marketing activities involved … [Read more...]
Alternative Response Hierarchy Models
Michael Ray’s “three-orders” model of information processing, identifies three alternative orderings of these stages based on perceived product differentiation and product involvement. Source: Adapted from Advertising & Promotion by Belch & Belch These include the: Standard Learning Hierarchy In many purchase situations, consumers go through the response process … [Read more...]
Traditional Response Hierarchy Models
The traditional hierarchical response models were developed through the years to depict the stages consumers/customers go through, as they learn about a company’s product or service, before moving to purchase readiness or actual behavior. Each of these models views that a consumer passes through three stages namely cognitive, affective, and behavioral stages. Four of the … [Read more...]