chapter 10- integrated marketing communications
TRANSCRIPT
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Marketing Communication and
Promotion Strategy
What marketing
Communication?
It is an attempt of business to influence its
potential customers.
What is
Promotion?Promotion is applied marketing communication
Target marketing communication is used to
remained managers that all elements of the
promotional mix should be coordinated
systematically planed to be in harmony with
the others.
What is Target
marketing
communication?
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Element of Promotion
Types of Communication
Media
Direct Human Communication
Indirect Communication.
Interactive Communication.
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Element of Promotion
Is a demand -stimulating activity designed
to supplement advertising and facilitate
personal selling.
It is paid by the sponsor and frequently
involved a temporary incentive toencourage a purchase.
Sales
promotion
Consist of a wide variety ofcommunication efforts designed
to contribute or create positive
attitude and opinions towards an
organization and its products
PublicRelation
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Element of Promotion
Is a special form of
public relation that
involves news storiesabout an organization it
its product or service.
Publicity
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The Communication Process
What is
communication?
Is the verbal or nonverbal transmission of
information from someone wanting to
express an idea and to another who is
expected or expecting to get that idea.
Elements ofcommunica
tion
A Message
A source of the massage
Communication channel
Receiver
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Encoding theMessage
Encoding is the process of translating the
idea to be communicated into a symbolic
massage consisting words, pictures,
numbers, gestures or the like.
Transmitting theMessagethrough achannel
After encoding into a transmittable it must
be sent through a channel of
communication.
Such as a magazine or any other medium.
The Communication Process
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Push
Strategy
Is Direct towards membersof a channel of
Distribution.
Pull
Strategy
Is direct towards
consumers in order to
stimulate demand for the
product.
Promotional Strategies
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Promotional Campaigns
Promotional campaign
consists of promotional
activities designed toachieve specific
objectives.
Image building approach.
Product differentiation
approach.
Direct response
campaign.
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