8 Promotion JL

8 Promotion JL - Marketing Communications Promotion Dr Keith Niedermeier Jim Livecchi Sr Vice President SBC Advertising Inc Integrated Marketing

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Marketing Communications: Promotion Dr. Keith Niedermeier Jim Livecchi, Sr. Vice President, SBC Advertising, Inc.
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Integrated Marketing Communications Strategy Tactics Promotional Goals Promotional Strategy Push Pull Communications Mix Resourcing Refinement Marketing Plan Long-Range Strategic Plan
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Integrated Marketing Communications Communications Mix Sales Promotion Public Relations Advertising Personal Selling Word of Mouth High Low
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Why IMC? Extend the brand relationship Improve the overall effectiveness of marketing tactics Increase the relevance of the message More effectively manage marketing resources Drive results and ROI
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Advertising: Approach Objectives Budget Message Media Evaluation
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Advertising: Messaging Branding Positioning Messages Unique Selling Proposition Creative strategy Appeal Creative execution Comparative Testimonial Sex Emotion - Fear Humor
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Media Media Planning Targeting Metrics Reach Frequency GRP CPM ROI ROO
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This note was uploaded on 12/18/2010 for the course MKTG 101 taught by Professor Bonfrer during the Spring '08 term at UPenn.

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8 Promotion JL - Marketing Communications Promotion Dr Keith Niedermeier Jim Livecchi Sr Vice President SBC Advertising Inc Integrated Marketing

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