Lecture 26_Ch 18 - Chapter 18: Integrated Marketing...

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Chapter 18: Integrated Marketing Communications and Direct Marketing Professor Jade DeKinder
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What You Should Know… { The three forms of retail ownership { The three levels of retail service { The two distinctions leading to merchandise line variety { The six forms of nonstore retailing { The three trends in retailing
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What You Will Know… { The 6 elements of communication { The 5 promotional elements { Advantages and disadvantages to each element { The 3 stages of the promotional decision process
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Promotional Mix { Combination of one or more of the following communication tools: Advertising Personal selling Sales promotion Public relations Direct marketing { Goals: (1) Inform (2) Persuade and (3) Remind
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Integrated Marketing Communications { Designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences.
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Communication Process Communication is the process of conveying a message to others (requires 6 elements).
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Communication Process Has information to convey
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Communication Process The information sent by a source
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Communication Process Means by which the message is conveyed
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Communication Process Individual who reads, hears, or sees the message
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Communication Process Process of having the sender transform an idea into a set of symbols.
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This note was uploaded on 09/08/2008 for the course MKT 337 taught by Professor Mcallister during the Spring '07 term at University of Texas at Austin.

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Lecture 26_Ch 18 - Chapter 18: Integrated Marketing...

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