BK_Chapter015_Expanded

BK_Chapter015_Expanded - CHAPTER 15 0 Integrated Marketing...

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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. 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. 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 0
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CHAPTER 15 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. 0
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CHAPTER 15 Integrated Marketing Communications INTEGRATED MARKETING COMMUNICATIONS  • Consumers receive many marketing messages all day. • Customer is at the heart of marketing programs. • Strategy begins with their wants or needs and then works backward to product. • IMC looks at elements of the promotional mix through the customers’ eyes. • Must segment market according to customer demographics and preferences. • Increased media options provide more ways to communicate with customers but create danger of overload and stretch resources. • In 1960, marketer could reach 90 percent of consumers through television ads on the three major networks. • Today, they account for 20 percent of viewing hours. 0
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CHAPTER 15 Integrated Marketing Communications IMPORTANCE OF TEAMWORK • Requires consistent, coordinated promotional effort at every stage of customer contact. • Involves both in-house resources and outside vendors. • Marketing personnel. • Sales force. • Organizational buyers. • Customer services representative. • Example: Benefits of a great advertisement can be undone by unhelpful salespeople who frustrate customers. 0
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Integrated Marketing Communications 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: Free samples of laundry detergent, air freshener,
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This note was uploaded on 05/24/2011 for the course MKT 327 taught by Professor Forest during the Spring '09 term at Michigan State University.

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BK_Chapter015_Expanded - CHAPTER 15 0 Integrated Marketing...

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