11.1 Learning Outcomes:
Describe the various integrative communication channels.
Explain the methods used to allocate the integrated marketing communications (IMC) budget.
11.2 Action Required:
Chapter Reading: Read Ch-18 “Integrated Marketing Communications” from the text book- Dhruv Grewal and Michael Levy (2022) “Marketing” (8th Edition). McGraw-Hill Education.
Video Link: Watch the following video.
HSN: Integrated Marketing Communications https://www.viddler.com/embed/98befd5
Summary of the Video- HSN has successfully integrated its marketing efforts by establishing a presence on television, the World Wide Web and most recently hand held devices using Smartphone applications. By streaming live video across all three platforms, HSN’s customer base receives a constant message and has access whenever and wherever they want it! The company started on television as a “products seeking people” initiative. Today with the integration of the web and handheld applications, HSN has successfully adapted its marketing communication by offering a “people seeking products” venue for customers. The three screens have been integrated into a communication that is seamless for shoppers. HSN live feeds provide a visual for products in action as well as celebrity content like Wolfgang Puck cooking with tools that are for sale. The customer sees the product being used in a demonstration and gets a new recipe! The HSN demonstrations can even be seen on YouTube and accessed through social networking sites like Facebook and Twitter.
11.3 Test your Knowledge (Answer the following Questions):
Discussion Question #1: How does HSN support an integrated marketing communications effort? Discuss.11.5 Instructions
Answer this questions in test your knowledge section.
Post your answers in the discussion board using the discussion link below.
12.1 Learning Outcomes:
Describe the value added of personal selling.
Define the steps in the personal selling process.
Describe the ethical and legal issues in personal selling.
12.2 Action Required:
Chapter Reading: Read Ch-20 “Personal Selling and Sales Management” from the text book- Dhruv Grewal and Michael Levy (2022) “Marketing” . McGraw-Hill Education.
Video Link: Watch the following video.
How to Sell Without Selling Your Soul | Steve Harrison | TEDx Wilmington Salon
12.3 Test your Knowledge:
Discussion Question #1: Discuss how has your perception of what it would be like to have a career in sales changed since you read this chapter-20 and see the video?
12.4 Instructions
Answer this questions in test your knowledge section.
Post your answers in the discussion board using the discussion link below.
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