7. integrating marketing communication

Upload: pawanshrestha1

Post on 06-Apr-2018

222 views

Category:

Documents


0 download

TRANSCRIPT

  • 8/3/2019 7. Integrating Marketing Communication

    1/25

    3907,93,7093422:3.,943894:/7,3/6:9

    W ,7093.422:3.,9438,709020,38-.1728,99025994314725078:,/07023/.438:20783/70.947/70.9,-4:990-7,3/89,99080

    W 9705708039890;4.04190-7,3/,3/,70,20,38-.-7,3/.,3089,-8,/,4:0,3/-:/70,943859.438:2078

    W %4:,/;079838,.0397,002039412,7093.422:3.,9435747,2-:99834990

    43002039

    W ,7093.422:3.,9438.,3.4397-:9094-7,3/06:9-.70,93,,7030884190-7,3/33897431,;47,-0,3/:36:0,884.,94389490-7,3/3.438:207202470.935489;0:/203984710038,3/1,.9,93,89743.438:207-,80/-7,3/.4330.9434770843,3.0

    W 3,//9432,7093.422:3.,94385747,28.,3574;/03.039;089,90.990/1107039,70854380

    W ;07,4-0.9;084944592,/0;0452,7093.422:3.,9435747,2894-:/-7,3/06:9

  • 8/3/2019 7. Integrating Marketing Communication

    2/25

    %089147,7093422:3.,943110.9;03088

  • 8/3/2019 7. Integrating Marketing Communication

    3/25

    31472,943!74.08834/041422:3.,9438

    47,50784394-05078:,/0/-,3147241.422:3.,94314438890582:894..:7 548:705078432:89800470,790.422:3.,943

    99039435078432:89349.090.422:3.,9438

    42570038435078432:89:3/0789,3/903903/0/2088,047,7:20398

    4190.422:3.,943

    0/35078432:89708543/1,;47,-094903903/0/2088,047

    ,7:203984190.422:3.,943 390394385078432:895,394,.9390/0870/2,33074190.422:3.,943

    0,;475078432:89,.9:,,.9390/0870/2,33074190.422:3.,943

  • 8/3/2019 7. Integrating Marketing Communication

    4/25

    ;07;041,7093422:3.,943!74.088

    /;07983

    W /;07983.,3-0/0130/,8,35,/147241343507843,5708039,943,3/

    5742494341/0,844/847807;.08-,3/03910/8543847

    W 98,57424943,/0;.01472,88.422:3.,94343/08.,0

    W 0,9:70841/;07983

    ,/;0798020395078:,/08.:894207894-:90574/:.9807;.0,/;07980/

    -9,550,894902,88

    .43507843,

    /":.110.9;0

    0/;079802039,8,57.0

    W /;0798359438%00;843

    #,/4

    085,507

    ,,308

  • 8/3/2019 7. Integrating Marketing Communication

    5/25

    ;07;041,7093422:3.,943!74.088

    /;0798359438 %00;843

    %00;843

    %00;84380307,.438/070/90248954071:20/:2-0.,:809,481478984:3/,3/

    24943,3/70,.08,-74,/850.97:241.438:2078

    %',/;07983.,3-0,30110.9;020,3841;;//0243897,93574/:.9,997-:908,3/

    5078:,8;005,33907.47708543/3.438:207-030198

    %',/;07983.,3-0,20,3814754797,3343 574/:.9 70,90/:807,3/:8,02,07-7,3/

    507843,9,3/8443

    7,-,.41%',/;07983.4:/-0.48941574/:.943

    ,703:2-0741,/;079802039.,330.70,908.:99079,92,0890,8147.438:207894

    34704714709,/;0798

    3/0833,3/0;,:,93,/.,25,39825479,3994/893:8902088,0897,9047

    548943341,3,/174298.70,9;0897,90

  • 8/3/2019 7. Integrating Marketing Communication

    6/25

    ;07;041,7093422:3.,943!74.088

    /;0798359438 #,/4

    #,/4

    #,/480307,10-0 89,9438,70;079,7090/ ,3/,7070,9;0305038;094574/:.0,3/

    5,.0

    8,/;,39,0417,/48,.41;8:,2,0,3/70,9;05,88;03,9:7041.438:2078

    !74.08839,9708:9:989.0;07:80412:8.84:3/8:247,3/4907.70,9;0/0;.08.,3

    9,539489030782,3,943

    4:71,.947894-0.438/070/02,3#,/4/;0798

    ,/03914:7-7,3/0,7390.42207.,

    -/0391941903

    .!7428090890307,-030190,7390.42207.,

    /#050,9941903

  • 8/3/2019 7. Integrating Marketing Communication

    7/25

    ;07;041,7093422:3.,943!74.088

    /;0798359438 !739

    !739

    %42,3573920/, 085,507,,308,;02,341908,20,/;,39,0

    /8,/;,39,040;072,,308,700110.9;0,9-7,3/-:/3:807,3/:8,02,07070

    ,83085,507820,391472,88

    !739,/;0790.96:.70854380%0.,3574;/0/09,574/:.931472,94388443,85739

    20/,70,..:894207894804300/90574/:.9,;0702,30/3,5841,7,890394-:90574/:.9

    9/408393;4;0.4893;0415:-..4;07,0,3/.48950770,/07

    /:89203985488-0,8507706:702039$5,.0.,3-0,/:890/

    %089,9.3,9:704190;8:,2,083573920/,2,089/11.:994574;/0/3,2.5708039,943847/0243897,943

    98,1,75,88;020/:2

    !447574/:.9436:,9,3/847980110.,3/2389025,.9413085,507,/;079.425,70/

    942,,30,/;079802039

  • 8/3/2019 7. Integrating Marketing Communication

    8/25

    ;07;041,7093422:3.,943!74.088

    70.9#085438059438

    70.9#085438059438

    70.9708543807010789490:80412,9005430,3/4907343507843,.439,.9944894

    .422:3.,9094784.9,708543801742850.1..:8942078,3/574850.98

    ,%005430425:907#0,90/0/,#0,90/!73920/,09.

  • 8/3/2019 7. Integrating Marketing Communication

    9/25

    ;07;041,7093422:3.,943!74.088

    /;0798359438 !,.0/;079802039

    !,.0/;079802039

    %88.,0/34397,/943,47,9073,9;0478:55479,/;07983-0.,:80,8,7803370.039

    0,78,8,20,3894.42502039247097,/943,,/;0798320/,

    !,.0474:941420,/;079838,70843:53:3:8:,85498

    $4204190459438,70--4,7/824;0,7308,3/4:308'0.0,/;079897,389,/;07983

    8:-,97,3-:8809078488940/,7/0309.

    -4,7/8/408390;0330.088,7,;09489,34305,.0,709078.,3-:,/85,.043--4,7/8,/0397:.8

    /;0798078,705,.397,/943,%',3/5739,/83:3.43;03943,5,.088:.,8,75479

    4:308-:889,9438845532,8,3/49075:-.,70,8

    !43941!:7.,80

    422:3.,909.438:2078,9905439415:7.,80

    389470,/;079833.:/08,/84384553.,79880;08,80,83897470/0243897,9438,3/

    9007

    !74/:.9!,.02039

    !74/:.98.,32,0,550,7,3.0324;08,3/43900;8438

    ,.9,24:39/0503/:54390,24:39,3/3,9:704190-7,3/0548:70

    7%0,3411.,900543094:805430.,,8,10304343$9,7!:8

    $4201728-030191742574/:.95,.02039,934.489-8:553907574/:.9949024;0

    .425,33709:7314700

  • 8/3/2019 7. Integrating Marketing Communication

    10/25

    ;07;041,7093422:3.,943!74.088

    !7424943859438

    $,08!7424943

    $,0857424943.,3-0/0130/,8847990723.039;089403.4:7,097,47:8,041

    ,574/:.947807;.0

    98,,884799072

    $,08574249438.,3-09,7090/,909079097,/047,903/.438:2078

    $,0857424943841107.438:2078,33.039;094-:

    -0.9;041$,08574249438

    ,%4.,3090-0,;47419097,/0849,990.,7790-7,3/,3/,.9;08:554799

    -%4.,3090-0,;4741.438:2078849,990-:,-7,3/1471789920-:24704190

    -7,3/47-:90-7,3/0,70747247041903

    %7,/0!74249438 438:207!74249438

    %7,/0/0,8,3/-:3,4,3.0 $,2508!!/85,,4,3.08 4:5438

    !:8430 !702:28

    4390890,073.039;08 #01:3/8#0-,908

    %7,/0$4 43:8!,.

    %7,335747,28 !7.0118

    439089

  • 8/3/2019 7. Integrating Marketing Communication

    11/25

    ;07;041,7093422:3.,943!74.088

    !7424943859438

    -0.9;0

    438:207%,709 %7,/0%,709

    %45078:,/030:8078 897-:943

    45078:,/00893.438:2078 ,39,33.70,800893/897-:9438011,.38014.,943

    438:2074,9 //943,$94.

    %7,/094894.,.4250903041574/:.078574/:.98

    $:55479

    %45078:,/04:909894574;/0902547,757.0.:98/85,8

    %4574;/0709,0789,3455479:39943.70,803894700.902039

    %4,.0;080.43/,75,.0203941-7,3/

    3;0394708

    %43.70,8090,;07,097,/047/0780

    %43.70,8097,/03;0394708

    44/

    %457490.9.438:20757.03049,943,9!439415:7.,80

    %457490.997,/01742,902547,78,0870/:.943

  • 8/3/2019 7. Integrating Marketing Communication

    12/25

    ;07;041,7093422:3.,943!74.088

    !7424943859438

    43":0.,7:089,9$88:082:89-0,//70880/94/0;0450110.9;0!7424943!,3

    %50,9950415742494384:/-0:80/

    220/,90'80,0/;,:0!7.0:9;8//0/',:0

    !74/:.9$.450%4,95,.8084724/0884:/9057424943,55

    :95047800.9;047047088545:,7,709$.4503.047,5.2,709884:/-057424943411070/

    ,943,477043,

    %230384:/9057424943-0411070/,3/147443

    0394574249034741180,843:7,94343478479706:03.474

    8.4:39#,90,905.94725.9/8.4:3984:/90574249433.:/0

    005478,4%0728,990728418,084:/-0,99,.0/94574249438

    %9474480

  • 8/3/2019 7. Integrating Marketing Communication

    13/25

    ;07;041,7093422:3.,943!74.088

    ;039,7093$54384785W ;0392,7093701078945:-.854384785410;039847,.9;90870,90/94854798

    ,79039079,320394784.,.,:808

    W ;039854384785574;/08,/11070393/41.422:3.,9434594381472,709078

    3;4;0203930;0398-7,3/.,3-74,/03,3//0050390770,943859907

    9,709

    W 2,70907885438470;0398

    ,%4/03919,5,79.:,79,7092,7094710890

    -%43.70,80,,7030884190.425,347574/:.93,20

    .%405.70,90-7,3/,884.,943

    /%403,3.0.47547,902,0/2038438

    0%4.70,90050703.010038

    1%4057088.422920399490.422:39474384.,88:08

    %4039079,30.03984700254008

    %450729207.,3/834757424943,455479:3908

    ,030830;039854384785

    $:..08841,30;039.,3-0:3570/.9,-0

    %070.,3-02:..:99073854384785

    448390,557457,900;039/0833,3/20,8:730110.9841854384785

  • 8/3/2019 7. Integrating Marketing Communication

    14/25

    ;07;041,7093422:3.,943!74.088

    ;039,7093$543847854483$5438478555479:3908

    W %02,70934-0.9;0,3/.422:3.,943897,909,9,;0-00/0130/147-7,3/

    2:89-0209-900;039

    W ;0392:89,;08:11.039,,703088,3/54880890/0870/2,0,3/-0.,5,-0

    41.70,9390/0870/0110.99909,7092,709

    W 3/0,0;03929-0430480,:/039.4802,9.0890/0,9,7092,709

    W 3890,/3394,30;039842085438478.70,909070;039

    0833$54384785!747,2

    $543847.,3897,90.,/03919801,9,30;03933:2-0741,83.:/3-7,3/3,3/5747,28

    $543847.,38:55020398:.,.9;90898,25085708,/;07983709,574249435:-.909.

    0,8:73$54384785.9;908

    %4-,8.,5574,.08$:558/0094/ 02,3/$/0094/

    4.:843549039,0548:709490-7,3/- 4.:8437054790/0548:701742.438:2078

    ,88088390090394120/,.4;07,0

    $50.9,9478.,3-0/03910/,3/8:7;00/,1907

    0;0399420,8:7070.,410;0398854384709.

  • 8/3/2019 7. Integrating Marketing Communication

    15/25

    ;07;041,7093422:3.,943!74.088

    !:-.#0,943!:-.9!:-.#0,943!:-.9

    W !#,3/!:-.970,9094;,709415747,289,9,70/0830/9457424904757490.9

    ,.425,382,047983/;/:,574/:.98

    W !:-.98,3.422:3.,943,-4:9,347,3,94398574/:.984754.08974:

    9020/,9,983495,/147-9047,3,943

    W !:-.93.:/0857088700,8020/,3907;0857088.4310703.03080990709.

    W !#3;4;08,.9;9088:.,8,33:,7054791:3/7,83850.,0;0398$#

    &,7093

  • 8/3/2019 7. Integrating Marketing Communication

    16/25

    ;07;041,7093422:3.,943!74.088

    !07843,$03!07843,$03

    W 8,574.08841314723.:8942078,3/5078:,/3902945:7.,80574/:.98

    974:507843,.422:3.,9433,30.,3097,38,.943

    W 98,/0;.041/70.9507843,.439,.9

    W 0,9:708

    W ,!07843,!078:,843

    W -8,0850784303,-08,.438:20794-:,574/:.9.;0821:8,981,.943

    W .31472,9;0,3/0/:.,9;0

    W /',74:8,5574,.082,-0:80/,850790300/41574/:.9

    W 039038;00114798,702,/09430;07.438:2078

    W 198244903870,9438-09003-:078,3/8007

  • 8/3/2019 7. Integrating Marketing Communication

    17/25

    ;07;041,7093422:3.,943!74.088

    !07843,$034942,0!07843,$03470110.9;0

    W #09397,33$,08705708039,9;0300/83088%02:890,7394-0.420

    .:894207,/;4.,908480/09,0/340/041907.:8942078-:83088058

    90285498,08455479:3908,3/807;.0574-028

    W 090;074303;4;0/

    W 38570174290945

    W ,3090249;,943

    W %,944:7.438:207

    W 0.9743.38:80.425:9070/2,7093,3//897-:94390.3449497,.70,943859

    .:8942078942,08:7079574/:.90989479894708,9799208,3/2,047/079,30,8

    %50841$,08!07843

    ,3:1,.9:7078$,08!07843

    ,70,9;0$,08!07843-07.,3/83$,08!07843.0,07$07;.3$,08!07843

    408,078$,08!07843

    #09,078$,08!07843

    ,3/447$,08!07843 -:9/447$,08!07843

    $50.,9$,08!07843

    ,47,3/.489902706:70807;.041850.,98,085078434709;06:52039

    ,:9424-0809.

    $07;.0$,08!07843

    $00589480807;.08$94.74.078/.40.947838:7,3.0039809.

  • 8/3/2019 7. Integrating Marketing Communication

    18/25

    ;07;041,7093422:3.,943!74.088

    ,9.3422:3.,943594387907,94.70,9024890110.9;0,3/011.039.422:3.,9435747,2

    4;07,0

    !7454794341,:/03.070,.0/-0,..422:3.,9434594302540/,80,842:.4;07,5

    0898

    4397-:943

    ,-9412,7093.422:3.,94394.70,9090/0870/70854380,3/.422:3.,9430110.91742

    .438:2078 3,-803.0410548:7094,34907.422:3.,943459438

    489

    42243,9

    0903994..42243,884.,9438,70703147.0/,.7488.422:3.,94384594389,98900903994

    .31472,943.43;00/-/1107039.422:3.,9434594388,70820,33

    42-3,94341/1107039.422:3.,943002039884:/-0/0830/,3/.42-30/849,99047

    0110.9;094090794.70,90,.43889039,3/.408;0-7,3/2,0

    42502039,790903994./1107039,884.,9438,3/3,08,70025,80/,.7488

    .422:3.,943459438

    /0,2,7093.422:3.,9435477,24:/038:709,990.422:3.,943459438.4803,70

    2:9:,.425038,947

    '078,99,7093.422:3.,9434594380110.9;0147/110703974:5841.438:2078

  • 8/3/2019 7. Integrating Marketing Communication

    19/25

    0;07,3$0.43/,77,3/340/094:/7,3/6:9

    11070390,38-.80.43/,7-7,3/340/0.,3-0.70,90/-3390-7,3/

    94901443

    425,3080974:-7,3/3897,9008

    4:39708474907047,5.,70,80974:/0391.,94341574/:.9473

    ,330841897-:9430974:.,330897,90

    9077,3/80.4-7,3/3

    ,7,.90780974:.0383

    $540850784380974:03/478020398

    ;0398974:0;039854384785

    90797/5,7984:7.080974:70,7/84770;08

  • 8/3/2019 7. Integrating Marketing Communication

    20/25

    0;07,3$0.43/,77,3/340/094:/7,3/6:9

    11070390,38-.80.43/,7-7,3/340/0.,3-0.70,90/-3390-7,3/

    94901443

    425,3080974:-7,3/3897,9008

    %0-7,3/3897,90,/4590/-.425,38,325479,39/090723,398419089703941

    ,884.,943174290-7,3/9490.425,3

    70,90,30-7,3/

    /4594724/1,30893-7,3/

    42-30,30893,3/30-7,3/

  • 8/3/2019 7. Integrating Marketing Communication

    21/25

    0;07,3$0.43/,77,3/340/094:/7,3/6:9

    11070390,38-.80.43/,7-7,3/340/0.,3-0.70,90/-3390-7,3/

    94901443

    4:3974173,3/4907047,5.70,8

    08/0890.425,39,92,0890574/:.990.4:39747047,5.4.,9431742.

    988003,8473,932,,84-0.42030/9480.43/,7,884.,943

    ,3.4:39708,;0-0.42034314705079803.079,3574/:.9.,904708

    08/08.4:3974147389,90870438,3/.9082,,84-05488-0

    98,0,30.088914790.4:3974147394,550,7;8-84200704390574/:.947

    5,.,0

  • 8/3/2019 7. Integrating Marketing Communication

    22/25

    0;07,3$0.43/,77,3/340/094:/7,3/6:9

    11070390,38-.80.43/,7-7,3/340/0.,3-0.70,90/-3390-7,3/

    94901443

    ,330841897-:943

    ,33041/897-:943.,3/70.9,110.99006:94190-7,3/9080

    #09,$9470.,33/70.9,110.990-7,3/06:94190574/:.99080-31:03.390

    3,9:7041,884.,943

    0.,:8041574/:.957.3.70/96:,941807;.0,3/8443709,078,;090743

    -7,3/2,0

    %7,3810741894702,0,884.,943.,3-009075489;04730,9;0147,-7,3/%,553,

    30.,33041/897-:9432,,;0-490110.9

  • 8/3/2019 7. Integrating Marketing Communication

    23/25

    0;07,3$0.43/,77,3/340/094:/7,3/6:9

    11070390,38-.80.43/,7-7,3/340/0.,3-0.70,90/-3390-7,3/

    94901443

    47,3/3

    4-7,3/3,84.,0/,8-7,3/-:3/347-7,3/,,3.084..:780394472470

    0893-7,3/8,70.42-30/394,439574/:.947,702,7090/940907384201,843

    470,250!,:94.,.4,

    /;,39,08 8,/;,39,0

    !74/:.92,-0:36:05489430/ ,.41.43974

    9.,3.70,902470.42503! 438:2078050.9,9438

    ,30307,9070,9078,080,9;0100/-,.0110.9

    ,370/:.0.48941574/:.93974/:.943,.41-7,3/14.:81430-7,3/,8039070/3943:2-0741.4-7,3/3

    .03833;4;08.4397,.9:,,70020398070-1728.,3:80903,208448

    .,7,.9078,3/841479414907-7,3/8942,70990743-7,3/8

  • 8/3/2019 7. Integrating Marketing Communication

    24/25

    0;07,3$0.43/,77,3/340/094:/7,3/6:9

    11070390,38-.80.43/,7-7,3/340/0.,3-0.70,90/-3390-7,3/

    94901443

    ,7,.9078

    .03833;4;08.4397,.9:,,70020398070-1728.,3:80903,208448.,7,.9078,3/841479414907-7,3/8942,70990743-7,3/8

    $5408507843803/47802039

    0343,3/,/270/50450945742490574/:.98

    7,,990394394-7,3/8,5090507.0594384190-7,3/

    3.4483,.00-7903/478079825479,3914790.00-7994-00034:3439,990,,7030882,0,3/70854380814790-7,3/2,-02574;0/

    !49039,!74-02

    3/4780703/47839442,3-7,3/8

    3/478074483545:,79

    #0,843,-02,9.-09003.00-79,3/574/:.9

  • 8/3/2019 7. Integrating Marketing Communication

    25/25

    0;07,3$0.43/,77,3/340/094:/7,3/6:9

    11070390,38-.80.43/,7-7,3/340/0.,3-0.70,90/-3390-7,3/

    94901443

    ;0398

    $5438470/0;0398.,3.4397-:909490-7,3/06:9--0.423,884.,90/9490-7,3/

    ,3/2574;3-7,3/,,703088

    %00903994.97,381079,085,.0/0503/8:54390.0;03988800.90/,3/4908543847855747,28/0830/

    -7,3/2,800224700,-047507,58247097:89479

    %7/5,79$4:7.08#0,7/8#0;08