The percentage of consumers in the target audience exposed to a particular advertisement in a stated period (once) Reach Advertising and PR advertising Frequency

  1. communication efforts used to create and maintain favorable relations between an organization and its stakeholders. (company IS behind the message)
    Starbucks, Palm, Botox, and Segway were successfully launched this way
    Segway was introduced with no advertising but generates 758 million impressions through publicity
    Rockport launched the idea of fitness walking as a PR initiative and doubled its sales
    Tinderdoption: adopt animals through an app, cat café

    1. Integrated marketing communications
    2. sales promotion
    3. personal selling
    4. Public Relations
  2. – how the communication travels from the source to the receiver.
    Two types:
    Non-personal channels – no personal contact with consumer
    o Print, broadcast
    Personal channels – involves direct contact
    o Direct selling
    o Salespeople
    o WOM (Word of Mouth)
    o “Buzz marketing” – a subset of “viral marketing” wherein companies hire socially active consumers to promote products to their friends, relatives, and acquaintances ie. Rei closing on black Friday, Samsung and the most retweeted selfie from the Oscars w/ Ellen, Jennifer Lawrence.

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    Chick-Fil-A All you can eat but only in one location,

    Sony using under cover tourists,

    P&G using teens to promote products

    1. The Channel
    2. Frequency
    3. advertising
    4. Public Relations

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