TR Chapter 15 - Chapter 15 Integrated Integrated Marketing...

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Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter 15 Chapter 15 Integrated Integrated Marketing Marketing Communications Communications
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15-2 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Explain how integrated marketing communications relate to the development of an optimal promotional mix. 2. Describe the communication process and how it relates to the AIDA concept. 3. Explain how the promotional mix relates to the objectives of promotion. 4. Identify the different elements of the promotional mix and explain how marketers develop an optimal promotional mix. 5. Describe the role of sponsorships and direct marketing in integrated marketing communications. 6. Contrast the two major alternative promotional strategies. 7. Explain how marketers budget for and measure the effectiveness of promotion. 8. Discuss the value of marketing communications.
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15-3 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Promotion Promotion Function of informing, persuading, and influencing the consumer’s purchase decision Marketing Communications Marketing Communications Transmission from a sender to a receiver of a message dealing with the buyer-seller relationship
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15-4 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Integrated Marketing Communications Integrated Marketing Communications Coordination of all promotional activities – media advertising, direct mail, personal selling, sales promotion, and public relations – to produce a unified customer- focused promotional message Success of any IMC program depends critically on identifying the members of an audience and understanding what they want
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15-5 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Importance of Teamwork Importance of Teamwork IMC requires a total strategy including all marketing activities, not just promotion Successful implementation of IMC requires that everyone involved in every aspect of promotion – public relations, advertising, personal selling, and sales promotion – function as a team
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15-6 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Role of Databases in Effective IMC Role of Databases in Effective IMC Programs Programs With the growth of the Internet, marketers have been given the power to gather information faster and to organize it more easily than ever before By sharing this knowledge appropriately among all relative parties, a firm can lay the foundation for a successful IMC program
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15-7 Copyright © 2007 by Nelson, a division of Thomson Canada Limited The Communications Process The Communications Process An effective promotional message accomplishes three tasks: It gains the receiver’s attention It achieves understanding by both receiver and sender It stimulates the receiver’s needs and suggests an appropriate method of satisfying them
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15-8 Copyright © 2007 by Nelson, a division of
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TR Chapter 15 - Chapter 15 Integrated Integrated Marketing...

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