Kotler17 comm

Kotler17 comm - 12 edition 17 Designing and Managing...

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12 edition Kotler Keller 17 Designing and Managing Integrated Marketing Communications
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2 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications? What is the communications mix and how should it be set? What is an integrated marketing communications program?
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3 Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
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4 Marketing Communication Mix or Promotion Mix Product’s  Design Product’s  Price Product’s  Package Stores that Sell  the Product  
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5 Communication Platforms Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs
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6 Communication Platforms Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying
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This note was uploaded on 11/04/2010 for the course MM 012 taught by Professor Kotler during the Spring '10 term at E. Kentucky.

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Kotler17 comm - 12 edition 17 Designing and Managing...

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