BUSMKT 1040 Chapter 14 Integrated Marketing Communications.pptx

BUSMKT 1040 Chapter 14 Integrated Marketing Communications.pptx

Info icon This preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
Integrated Marketing Communications & Direct Marketing Chapter 14
Image of page 1

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

View Full Document Right Arrow Icon
Functions of Marketing Communications/Promotion Promotion is any communication by marketers that informs , persuades , reminds , and builds relationships with potential buyers of a product to influence an opinion or elicit a response Promotion Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing
Image of page 2
Factors Affecting Promotional Mix % Direct Marketing
Image of page 3

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

View Full Document Right Arrow Icon
Control Continuum Advertising Sales Promotion Public Relations Personal Selling Word of Mouth High Low
Image of page 4
Hierarchy of Effects Awareness Consumer’s ability to recognize and remember the product Interest Increase in consumer’s desire to learn about some features of the product Evaluation Consumer’s appraisal of the brand on important attributes Trial Consumer’s first purchase and use of the product Adoption Through a favorable experience on first trial, the consumer’s repeated purchase and use of the product
Image of page 5

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

View Full Document Right Arrow Icon
Awareness? Interest? Evaluation? Trial? Adoption?
Image of page 6
Awareness? Interest? Evaluation? Trial?
Image of page 7

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

View Full Document Right Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern