Chapter 15 - Chapter 15: Integrated Marketing...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 15: Integrated Marketing Communications and Direct Marketing I. Who is going to Disney World Next? a. Promotional mix i. Used to 1. Inform prospective buyers 2. Persuade them to try it 3. Remind them later about the benefits they enjoyed b. Integrated marketing communications (IMC) II. The communication process a. Communication i. Source, message, channel of communication, receivers b. Encoding and decoding i. Encoding, decoding ii. Field of experience c. Feedback i. Feedback loop ii. Response iii. Feedback iv. Pretesting d. Noise i. Noise III. The promotional elements a. Mass selling b. Customized interaction c. Chart on pg. 335 d. Advertising i. Advertising ii. Paid, nonpersonal iii. What, whom, when iv. Advantages and disadvantages e. Personal selling i. Personal selling ii. Whom iii. Wasted coverage iv. Advantages and disadvantages f. Public relations i. Public relations ii. Publicity iii. Advantages and disadvantages g. Sales promotion i. Sales promotion ii. Advantages and disadvantages
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/19/2008 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).

Page1 / 3

Chapter 15 - Chapter 15: Integrated Marketing...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online