CM13e Basic PPt ch15

CM13e Basic PPt ch15 - CHAPTER15 Integrated Marketing...

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Chapter Objectives Integrated Marketing Communications CHAPTER    15 1 2 4 6 7 Explain how integrated marketing communications relates to the development of an optimal promotional mix. Describe the com- munication process and how it relates to the AIDA concept. Explain how the promotional mix relates to the objectives of promotion. Identify the different elements of the promotional mix and explain how marketers develop an optimal promotional mix. Describe the role of sponsorships and direct marketing in integrated marketing communications. Discuss the factors that influence the effectiveness of a promotional mix. Contrast pushing and pulling strategies. Explain how marketers budget for and measure the effectiveness of promotion. Discuss the value of marketing communications. 5 3 8 9
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CHAPTER 15 Integrated Marketing INTEGRATED MARKETING COMMUNICATIONS Promotion Communication link between buyers and sellers; the function of informing, persuading, and influencing a consumer’s purchase decision. Marketing communications Messages that deal with buyer-seller relationships. Integrated marketing communications (IMC) Coordination of all promotional activities to produce a unified, customer- focused promotional message. • Consumers receive many marketing messages all day. • Strategy begins with their wants or needs and then works backward to product. • Must segment market according to customer demographics and preferences.
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CHAPTER 15 Integrated Marketing IMPORTANCE OF TEAMWORK • Requires consistent, coordinated promotional effort at every stage of customer contact. • Involves both in-house resources and outside vendors. • Example: Benefits of a great advertisement can be undone by unhelpful salespeople who frustrate customers. ROLE OF DATABASES IN EFFECTIVE IMC PROGRAMS • Internet allows companies to gather information faster and organize it more easily. • Ability to harness data challenges ability to sift through it effectively. • Direct sampling also provides customer opinions. • Example: Lady Footlocker’s IMC campaign includes free product samples.
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CHAPTER 15 Integrated Marketing THE COMMUNICATION PROCESS • Effective message does three things: • Gains the receiver’s attention.
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CM13e Basic PPt ch15 - CHAPTER15 Integrated Marketing...

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