chapter14

chapter14 - Promotion Strategies Announcement Final project...

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Promotion Strategies
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Announcement Final project presentation dates
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Marketing Process Develop Strategy Identify Objective Analyze Environment Analyze Consumer Segment Market Choose Target Product Price Place Promo SWOT Competition Position Product
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Syllabus Chapters 14 and 17 – Full chapters
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Overview Marketing communication models Developing effective communication Promotion Mix Advertising Public relations Sales promotion Personal selling Direct marketing Integrated marketing communication Direct and Online Marketing
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I. Marketing Communication Model
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Macro Model of Marketing Communication Marketer-initiated Communication Marketer-initiated Communication
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Micro Model of Marketing Communication  Selective Information Processing Marketer’s Initiated Communication Messages Exposure Attention Interpretation Memory NOISE … NOISE …NOISE …NOISE … NOISE … We need to get the attention! We need to hold the interest! We need to arouse the desire! We need to obtain the action! BUY our product! BUY our product!
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Micro Model of Marketing Communication AIDA model attention -> interest -> desire -> action Innovation-adoption model awareness -> interest -> evaluation -> trial ->  adoption Buyer Readiness Stages
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Micro Model of Marketing Communication  AIDA Model and Adoption Process AIDA model Get  ATTENTION Hold  INTEREST Arouse  Desire Obtain  Action Adoption Process Awareness Interest Evaluation Trial Decision Confirmation
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Micro Model of Marketing Communication  Hierarchy of Effects Model: USC Example Awareness “USC?  I haven’t heard about it.” Knowledge “I’ve heard about it, but… what kind of school is it?” Liking “How do I feel about it?  I don’t know.” Preference “I like USC, but not as much as UCLA.” Conviction “I love USC, but am not sure whether I’d apply to it.” Purchase “I’d like to go to USC, if I can afford it.”
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II. Developing Effective Communication
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Developing an Effective Communication Plan Measuring feedback Selecting the media Designing the message Determining communication objectives Identifying target audience Micro models of marketing communication Communication channel Determine response sought Target selection affects what/ how/ when/ where decisions Aware? Satisfied?
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Developing Effective Communication  Target Audience Identification “Who do you want to talk to?”
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chapter14 - Promotion Strategies Announcement Final project...

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