Chapter 8 - • Stage in the product life cycle –...

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Announcements
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Chapter 8: Integrated Marketing Communication Process
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Learning Outcomes 1. Explain the communication process as part of integrated marketing communication (IMC) 2. Identify the objectives of promotion 3. Explain what is meant by integrated marketing communication 4. Examine the factors affecting the integrated marketing communication mix 5. Identify and explain the steps involved in creating an advertising campaign 6. Determine which advertising appeals and execution techniques would be best suited for a business to use in a specific situation
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Basic communication process Noise Feedback Sender encodes   message Receiver decodes  message Message Channel
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GOALS OF PROMOTION Create awareness Stimulate demand Encourage trial use Customer retention Offers support to resellers 3 MAIN GOALS INFORM PERSUADE REMIND NB
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FACTORS THAT INFLUENCE PROMOTION MIX Target market characteristics Nature of product Business product Consumer product Type of buying situation
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Unformatted text preview: • Stage in the product life cycle – Introductory phase – Growth phase – Maturity phase – Decline phase Advertisement campaign: a series of related advertisements focusing on a common theme, slogan and set of advertising appeals It is a specific advertising effort for a particular product that lasts for a defined period of time Development of an advertisement campaign Development of an advertisement campaign STEPS TO DEVELOP AN ADVERTISING CAMPAIGN 1. Formulate objectives 2. Make creative decisions 3. Identify product benefits 4. Develop & evaluate advertising appeals – Rational appeals – Emotional appeals – Reminder advertising – Awareness advertising 5. Executing the message Development of an advertisement campaign 1. EXECUTING THE MESSAGE Slice-of-life Lifestyle Spokesperson / testimonial Humour Imagery Comparison Scienctific Musical Demonstrations Animated product symbols Combinations Dramatisation THANK YOU...
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