300_Chapt 13_BB vers_Solo9_shortest.pptx

300_Chapt 13_BB vers_Solo9_shortest.pptx - MARKETING...

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CHAPTER 13 Promotion I: Advertising and Sales Promotion M A R K E T I N G
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Integrated Marketing Communications (IMC) IMC involves planning, execution, and evaluation of coordinated brand communication programs delivering a consistent message across platforms to targeted audiences. 12-2
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Three Models of Marketing Communication 12-3
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12-4 Communications Model
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The Source Encodes Process begins with a source with an idea that they want to communicate to a receiver. Encoding is the process by which the idea is translated into a physically perceivable form that conveys meaning. Words, music, and images Spokespeople Animated characters 12-5
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12-6 The Promotion Mix (Tool kit) Promotion mix refers to communication elements that the marketer controls. Mass ( one-to-many ) communication: i ncludes advertising, sales promotion, and public relations. Personal ( one-to-one ) communication : includes personal selling and direct marketing.
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12-7 Control Continuum Advertising Sales Promotion Public Relations Personal Selling Word of Mouth High Control Low Low Credibility High Marketers face inherent trade-offs between the extent of message control and the perceived credibility of the message.
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12-8 Developing the Promotional Mix
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12-9 Identify the Target Audience Must communicate with more than just members of the target market Other stakeholders influence the target market Consumers learn about products from News media Friends and family Producers of competitive products
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12-10 AIDA Concept Attention-Interest-Desire-Action—what are common actions? Is it always a purchase?
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12-11 Appeals Personal appeals have direct interaction between company rep and customer Mass appeals reach many prospective customers at the same time New appeals Guerrilla marketing-reach in unexpected places Viral marketing-customers spread the word Buzz and hype-generating interest in product
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12-12 Establish Promotion Objectives Common objectives create awareness inform the market differentiate brand create buzz create desire encourage trial build loyalty
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12-13 Up the Promotional Road
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12-14 Determine the Marcom Budget Top-down budgeting techniques affordable method percentage-of-sales method competitive parity Bottom-up budgeting technique objective-task method
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