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Session10_IMC_students

Session10_IMC_students - Session 10 Integrated Marketing...

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1 Session 10 Integrated Marketing Communication Ch 14. Integrated Marketing Communication Strategies Jooseop Lim Assistant Professor Department of Marketing John Molson School of Business Concordia University Comm 224 Marketing Management / Mark 201 Introduction to Marketing
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2 Agenda Promotional mix tools Communication process Steps in developing effective communications The IMC Concept Budget decisions Push vs. Pull Marketing Communication Objectives
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3 Promotion Mix Tools Five Components of the IMC (Promotion) Mix Advertising Print, broadcast, outdoor, etc Sales Promotion Point-of-purchase displays, Premiums, Discounts, Coupons, Demonstrations Personal Selling Sales Presentations, Trade shows, Incentive programs Public Relations Press releases, Special events Direct Marketing Phone, Mail, Fax, email, the Internet
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4 New trends in the promotion mix: Use of diverse promotional tools Media advertising captures only 26% of total promotional spending Importance of IMC (Integrated Marketing Communications): Maintain the consistency among messages from different promotional sources
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