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Chapter Powerpoints - Marketing 350 Fall 2010 Click to edit...

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Click to edit Master subtitle style Marketing 350 Fall 2010 Chapter Thirteen: Promotion —Introduction to Integrated Marketing Communications
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Promotion Ø Coordination of Ø stress supportive role of Ø Integrated
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Promotion (cont.) Ø The element of the marketing mix that Ø “Trade promotion” versus
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The Marketing Communications Mix 1. 2. 3. 4.
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The Marketing Communications Mix (cont.) 5. Direct marketing – methods include:
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Communication Objectives 1. To inform -- 2. To persuade --
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Communication Objectives (cont.) 3. To remind –
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Promotion Objectives Promotion Objectives Adoption Process AIDA Model Informing Persuading Reminding
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Sources of Influence Paid For Not Paid For Personal Non- personal
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Changes in Marketing Communication Practices Ø Some reduced faith in ma Ø Increased reliance on
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Changes in Marketing Communication Practices (cont.) Ø Greater demands on Ø Increased efforts to
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Features of Integrated Marketing Communications (IMC) Ø Emphasize the effects on Ø Use of Ø Starts with
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Features of IMC (cont.) Ø Achieve synergy— Ø Build relationships
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Traditional Communication Process Noise Noise Feedback
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Marketing Communication Process Ø Source 1.
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