Ch. 12 Promotional Strategy & Integrated Marketing Communication

Ch. 12 Promotional Strategy & Integrated Marketing Communication

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SEGMENT IV [ Communicating The Value Proposition : with the marketing mix components (4 P’s) of Promotion , i.e., advertising & personal selling
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Promotional Strategy and Integrated Marketing Communication [Promotion of the 4 P’s] Ch. 12
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3 Chapter Objectives Understand the role of marketing communication Understand the communications model List and describe the traditional elements of the promotion mix Explain how word of mouth marketing, buzz marketing, viral marketing, and guerrilla marketing provide effective marketing communication
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4 Chapter Objectives (cont’d) Describe integrated marketing communication (IMC) and its characteristics Explain the important role of database marketing in integrated marketing communication Explain the stages in developing an IMC plan
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5 Tailoring Marketing Communication to Customers Promotion: the coordination of marketing communication efforts to influence attitudes or behavior Marketing communication (What it does): Informs Reminds Persuades Builds relationships
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6 Tailoring Marketing Communication to Customers (cont’d) Integrated marketing communication (IMC) : process that integrates all marketing communication and that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences Consumers see the variety of messages through varied forms of marketing communication from a firm as a whole—more powerful than just a single form
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7 Message/ Medium Source Encoding Decoding Receiver Feedback “Noise” “Noise” Source Marketer Encoding Message Receiver Target Market “Noise” Interference Decoding Target audience perception Message/Medium Advertising, Personal Selling, Sales promotion, Public Relations—Newspaper, T.V., Radio, Direct Mail, etc. Communication Process Model
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The Communication Model Source: organization or individual sending the message Encoding : process of translating an idea into a form of communication Message: the communication in physical form (advertising, public relations, sales promotion, sales) Medium: communication vehicle used to
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Ch. 12 Promotional Strategy & Integrated Marketing Communication

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