IMC.ppt - 1 Chapter 14 Integrated Marketing Communication...

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1 Chapter 14 Integrated Marketing Communication Strategy
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2 Marketing Communication Mix or Promotion Mix Product’ s Design Product’ s Price Product’ s Package Stores that Sell the Product
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3 The Changing Communications Environment Two Factors are Changing the Face of Today’s Marketing Communications: Improvements 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
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4 The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service.
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5 Integrated Marketing Communications (Fig. 14.1) Personal selling Public relations Direct marketing Sales promotion Advertising
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6 Preselling Preselling Selling Selling Post- Consumption Post- Consumption Consuming Consuming Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages: A View of the Communications Process
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7 Elements in the Communication Process (Fig. 14.2)
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8 Sellers Need to Know What Audiences They Wish to Reach and Response Desired. Sellers Need to Know What Audiences They Wish to Reach and Response Desired. Sellers Must be Good at Encoding Messages That Target Audience Can Decode. Sellers Must be Good at Encoding Messages That Target Audience Can Decode.
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