Ch 16 - Chapter 16 Integrated Marketing Communications...

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Click to edit Master subtitle style 12/24/10 Chapter 16 Integrated Marketing Communications
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12/24/10 The Role of Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
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12/24/10 A plan for the optimal use of the elements of promotion: u Advertising u Public Relations u Sales Promotion u Personal Selling Promotional Strategy
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12/24/10 The Role of Promotion in the Marketing Mix Overall Marketing Objectives Marketing Mix Product Place Promotion Price Target Market Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Promotion Plan
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12/24/10 The Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. u Advertising u Public Relations u Sales Promotion u Personal Selling
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12/24/10 Competitive Advantage Unique features Excellent service Low prices Rapid delivery High product quality
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12/24/10 Integrated Marketing Communications The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.
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12/24/10 IMC Popularity Growth u Proliferation of thousands of media choices u Fragmentation of the mass market
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12/24/10 Las Vegas: Creating a brand LVCA shifted from ________ advertising to ______. What is the objectives of “what happens here stays here” campaign?
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This note was uploaded on 12/24/2010 for the course MKT 3013 taught by Professor Tharp during the Fall '08 term at The University of Texas at San Antonio- San Antonio.

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Ch 16 - Chapter 16 Integrated Marketing Communications...

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