Lecture Ch 18_BB - WhatYouShouldKnow

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Jade S. DeKinder What You Should Know… The three functions performed by intermediaries The difference between direct and indirect channels The factors that impact channel choice The consumer utilities created through retail The classifications of retail outlets The components of the retailing mix
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Chapter 18: Integrated Marketing  Communications and Direct  Marketing Professor Jade DeKinder
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Jade S. DeKinder What You Will Know… The 6 elements of communication The 5 promotional elements Advantages and disadvantages to each element The 3 stages of the promotional decision  process
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Jade S. DeKinder Promotional Mix One or more of the following communication tools  Three main goals: Inform Persuade Remind Advertising Personal Selling Public Relations Sales Promotion Direct Marketing
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Jade S. DeKinder Integrated Marketing  Communications Designing marketing communications programs that  coordinate  all promotional activities to provide a  consistent  message across all audiences.
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Jade S. DeKinder Communication Process Communication is the process of conveying a  message to others (requires 6 elements).
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Jade S. DeKinder Communication Process Has information  to convey
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Jade S. DeKinder Communication Process The information  sent by a source
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Jade S. DeKinder Communication Process Means by  which the  message is  conveyed
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Jade S. DeKinder Communication Process Individual  who reads,  hears, or  sees the  message
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Lecture Ch 18_BB - WhatYouShouldKnow

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