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Class14 IMC2 - Copyright © 2009 Indiana University IMC...

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Unformatted text preview: Copyright © 2009 Indiana University IMC Personal Selling and Sales Promotion Class 14 M370 John Talbott Faculty Department of Marketing Icore Fall 2010 Copyright © 2009 Indiana University Copyright © 2009 Indiana University Copyright © 2009 Indiana University – Research about effective Advertising. – 4 Effective tools for creative that delivers ROI – Geico and it’s use of mass market communications directing customers to on single point of sale is very powerful. A game changer in the insurance world – Geico also uses a consistent value proposition across all communication channels. – This integration of approach is IMC. – Chart on slide 7 indicates general preferences for communication based on market, product, and price. • Public Relations is an increasingly powerful tool for communication. It is much more integrated with overall advertising than in the past. • It’s is difficult to get a message through to consumers as they receive thousands of them daily. – Creativity – Opt-In – Consumer created content • Measureable approaches to one to one communication are gaining favor with companies and growing relative to other media. • Objective and Task approach to budgeting is the only legitimate way to create a communication budget. Points to Review from Last Class Copyright © 2009 Indiana University Copyright © 2009 Indiana University Learning Goals • Understand the role of personal selling in the IMC process....
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Class14 IMC2 - Copyright © 2009 Indiana University IMC...

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