CCT 322
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CCT 322 |
Marketing Information Products & Services |
| Section A | Section B | Section C | Section D | Section E |
Chapter 10
Trademarks |
This paragraph below comes from an article reprinted from Visual Arts Trends. The original author was By Craig J.J. Snyder and the original article was at http://www.icograda.com/web/feature-past-single.shtml?pfl=feature-single-2.param&op2.rf1=14 "A trademark is a word, combination of words, design, logo, or symbol that identifies to consumers the source of goods. That is, tangible goods or things that you can touch. A service mark is essentially the same thing as a trademark, but it identifies non-tangible services, for example, legal, accounting, and design. A trade name is the actual name of the provider of the goods and/or services. A mark is the word we lawyers use, mostly because we usually do not need to distinguish between trademarks and service marks. (R) is the symbol for a registered trademark or service mark. Under US and Canadian law, you may only use this symbol if you have a registration for the mark. TM is a symbol that is frequently used with marks to indicate that the owner believes the word, symbol, or phrase is a trademark. There is really no legal import to this symbol, but it is a useful deterrent. SM is same as TM, but it
is used with service marks. Few mark owners make this distinction because
relatively few people know what these terms mean. "
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| Chapter 10
Marketing Communications |
Marketing Communications
The Basic Promotion Objectives, according to traditional marketing, are
- moving downloadable colour pictures, sell a lot WTGR |
| .Chapter 10
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Promotion
in conventional marketing terms means
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| . | In
this course we will introduce a concept in the world of online marketing
which many might agree to, but few follow.
promotion
= communication
"To be successful in attracting traffic, using a good domain name and brand building, you need to be more effective at hearing what the customer wants." WTGR |
| As we discussed in the lecture
- Mass Selling, particularly paid advertising, has overwhelmed customers
offline and online [as noted below when we discuss Superbowl ads] and as
a consequence there is a greater drive for companies, [particularly online
companies competiting in a very competitive marketplace], to use direct
marketing techniques.
These techniques seek to obtain your mailing address and email address to send advertising material directly to you - however, as we discussed in class, there are problems with this that have to do with violations of privacy - of which we talk further about in the next section. |
| Chapter 10
Marketing Communications p. 295 |
Marketing Communications
Mix
- the combination of
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| Chapter 10
Marketing Communications p. 299 |
Push - Pull Strategy |