Powerpoints Segment 11

Powerpoints Segment 11 - SEGMENT 11: INTEGRATED MARKETING...

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SEGMENT 11: INTEGRATED MARKETING COMMUNICATION (Related chapter in text: 18)
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LEARNING OBJECTIVES Describe the five components of the promotional mix and their roles. Understand the meaning of synergy in the promotional mix. Describe the communications process and its elements.
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LEARNING OBJECTIVES Know how to use the hierarchy-of-effects model to set promotional objectives. Know how to use the multiattribute model to devise promotional message strategy.
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INTEGRATED MARKETING COMMUNICATION (IMC) Designing marketing communication programs to coordinate all promotional activities and provide a consistent image across all audiences.
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PROMOTIONAL "MIX" ADVERTISING PERSONAL SELLING SALES PROMOTION PUBLIC RELATIONS DIRECT MARKETING
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SOME OTHER IMC TOOLS SPONSORSHIPS PRODUCT PLACEMENTS INFOMERCIALS BRANDED ENTERTAINMENT
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MIX ELEMENTS HAVE DIFFERENT TASKS CONSISTENCY COMPLEMENTARITY SYNERGY
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COMMUNICATION
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Powerpoints Segment 11 - SEGMENT 11: INTEGRATED MARKETING...

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