Chapter 14 - Chapter Fourteen Communicating Customer Value:...

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Chapter Fourteen Communicating Customer Value: Integrated Marketing Communications Strategy Dr. LE THANH LONG
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PoMKT- S7 Dr. Le Thanh Long 2 Content b The Promotion Mix b Integrated Marketing Communications b A View of the Communications Process b Steps in Developing Effective Communication b Setting the Total Promotion Budget and Mix b Socially Responsible Marketing Communication
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PoMKT- S7 Dr. Le Thanh Long 3 The promotion mix is the specific blend of advertising, public relations, personal selling, and direct- marketing tools that the company uses to persuasively communicate customer value and build customer relationships The Promotion Mix
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PoMKT- S7 Dr. Le Thanh Long 4 The Promotion Strategy
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PoMKT- S7 Dr. Le Thanh Long 5 The Promotion Mix Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor b Broadcast b Print b Internet b Outdoor Major Promotion Tools
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PoMKT- S7 Dr. Le Thanh Long 6 The Promotion Mix Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service b Discounts b Coupons b Displays b Demonstrations Major Promotion Tools
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PoMKT- S7 Dr. Le Thanh Long 7 The Promotion Mix Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events b Press releases b Sponsorships b Special events b Web pages Major Promotion Tools
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PoMKT- S7 Dr. Le Thanh Long 8 The Promotion Mix Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships b Sales presentations b Trade shows b Incentive programs Major Promotion Tools
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PoMKT- S7 Dr. Le Thanh Long 9 The Promotion Mix Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers b Catalog b Telemarketing b Kiosks Major Promotion Tools
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PoMKT- S7 Dr. Le Thanh Long 10 Integrated Marketing Communications b Consumers are better informed b More communication b Less mass marketing b Changing communications technology The New Marketing Communications Landscape
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This note was uploaded on 04/09/2011 for the course MARKETING 2011 taught by Professor Huyduong during the Spring '11 term at International University in Germany.

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Chapter 14 - Chapter Fourteen Communicating Customer Value:...

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