ch._12 - Integrated Marketing Integrated Marketing...

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Unformatted text preview: Integrated Marketing Integrated Marketing Communication: Advertising, Communication: Advertising, Sales Promotion, and Public Sales Promotion, and Public Relations Relations 12 12-2 Marketing Communication Mix or Promotion Mix Product’s Design Product’s Price Product’s Package Stores that Sell the Product 12-3 2 Factors are Changing the Face of Today’s Marketing Communications: Improvement in Information Technology Has Led to Segmented Marketing More Narrowcasting Marketers Have Shifted Away From Mass Marketing Less Broadcasting Market Fragmentation Led to Media Fragmentation The Changing Communications Environment 12-4 The Need for IMC Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. 12-5 Integrated Marketing Communication 12-6 Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Reaches Many Buyers, Repeats Message Many Times, Impersonal, Expensive Personal Interaction, Relationship Building, Most Expensive Promo Tool Wide Assortment of Tools, Rewards Quick Response, Efforts Short- Lived Very Believable, Dramatize a Company or Product, Underutilized Nonpublic, Immediate, Customized, Interactive Setting the Overall Communication Mix 12-7 Push vs. Pull Promotion Strategy 12-8 Advertising • Advertising has been used for centuries. Advertising has been used for centuries. • U.S. advertisers spend more than $237 billion U.S. advertisers spend more than $237 billion each year; worldwide spending approaches each year; worldwide spending approaches $470 billion....
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This note was uploaded on 09/11/2008 for the course BNAD 303 taught by Professor Hardesty during the Spring '07 term at Arizona.

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ch._12 - Integrated Marketing Integrated Marketing...

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