Message Control: Total vs. MinimalMost promotions are controlled by the marketer who encodes the message (or hires specialists such as advertising agencies to create the promotion) and then pays to have the message delivered. However, no marketer can totally control how the news media, customers or others talk about a company or its products. Reporters for magazines, newspaper and websites, as well as posters to Internet forums may discuss a company’s products in ways that can benefit or hinder a company’s marketing efforts. This is particularly true with non-paid promotions where a marketer is looking to obtain a free "mention" by an influential message medium (e.g., newspaper article).
Add Comment |
Types of PromotionMore ResourcesKnowThis: Marketing Basics Book396 pages - Only $25
Samples of Marketing TutorialsImportance of External Forces As we noted, most external forces are beyond the direct control of the marketing organization. By “direct control” we mean marketers lack the power to determine the direction and intensity of a change in these forces. Instead, marketers must treat external forces as something to be monitored and responded to when necessary.While markete |


0 Comments