10_ch17_communication

10_ch17_communication - Communications FDA ratings for the...

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Managing Integrated Marketing  Communications
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Superior Products or Superior Communication  ? B B B C C C ‘B’- drug offers modest therapeutic gains ‘A’ – drug offers important therapeutic gains ‘C’ – drug offers little or no therapeutic gains over existing therapies 1. Zocor 2. Losec/Prisolec 3. Prozac 4. Vasotec 5. Zantac 6. Norvasc 7. Claritin FDA ratings for the top U.S. drugs by $ sales (1997) C
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Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/Products. Personal Presentations. The Marketing Communications Mix
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Objectives The Communications Process Developing Effective Communications Deciding on the Marketing Communications Mix
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The Communication Process SENDER Encoding Decoding RECEIVER Media Message Feedback Response Noise
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Developing Effective  Communications 1. Identifying the target audience 2. Determining the communication objectives 3. Designing the message 4. Selecting communication channels 5. Establishing the budget 6. Deciding on communication mix 7. Measuring results
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Developing Effective Communications Step 1. Identifying the Target Audience Purchase Conviction Preference Liking Knowledge Awareness Step 2. Determining the Communication Objectives Buyer Readiness Stages
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Response Hierarchy Models Communi- cations Model d AIDA Model a Innovation- Adoption Model c Hierarchy-of- Effects Model b Stages Cognitive stage Affective stage Behaviour stage Awareness Trial Adoption Interest Evaluation Purchase Liking Preference Conviction Awareness Knowledge Attention Interest Desire Action Behaviour Attitude Intention Exposure Reception Cognitive response
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This note was uploaded on 01/31/2011 for the course MGCR MGCR 331 taught by Professor Kerklan during the Fall '10 term at McGill.

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10_ch17_communication - Communications FDA ratings for the...

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