marketing communication copyright © 2012 pearson education, inc. publishing as prentice hall 12
TRANSCRIPT
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Marketing Communication
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
12
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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NOISE
Source
Communications Model
Medium
Receiverfeedback
feedback
MessageMessage
ENC
OD
E
DEC
OD
ECopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Source
Q-scores
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Promotion Mix
ADVERTISING
PUBLIC RELATIONS
PERSONAL SELLING
DIRECT MARKETING
SALES PROMOTION
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AdvertisingNonpersonal
communication from an identified sponsor using mass media
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Sales PromotionContests, coupons, and other incentives
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Public RelationsCommunication activities that create or maintain a positive image of a firm and its products
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Personal Selling
Direct interaction between a
company representative
and a customer
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Direct MarketingEfforts to gain a direct response from individual
consumers
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Marketing Buzz
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Buzz appealsWord-of-mouth
Guerilla Marketing
Experiential Marketing
Consumer-generated media
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IMC characteristics
Begins with the customer
Single unified voice
Develops relationships with consumers
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Two way communication
Focus on stakeholders
Continuous communications stream
Focus on changing behavior
IMC characteristics
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IMC and databases
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IMC PLANNING
Identify target audience
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Set communications objectives
Set and allocate budget
Design promotion mix
Evaluate program effectiveness
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Identify target audience
1
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communication Objectives
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AWARENESS
KNOWLEDGE
DESIRE
PURCHASE
LOYALTY
Hierarchy of effects
2
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BudgetingTOP DOWN
% OF SALES
COMPETITIVE PARITY
BOTTOM UP
OBJECTIVE-TASK3
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Push strategyPush strategy
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Pull strategy
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Design the Promotion Mix
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4
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ATTENTION
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INTEREST
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DESIRE
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ACTION
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Gain attention
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Evaluate Effectiveness
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