mp week 11 - Marketing Principles This week Chapters 12 13...

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MKTG1001: Semester 1 Marketing Principles This week… IMC = Integrated Marketing Communications Communication Principles IMC Tools EXERCISE: Developing the IMC Mix Chapters 12 & 13 (& 14)
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MKTG1001: Semester 1 What’s not in... IMC Budget Collecting feedback International Advertising Decisions Socially Responsible Mktg Comms
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MKTG1001: Semester 1 About IMC
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MKTG1001: Semester 1 Part of Marketing Mix Product mix Promotional mix Tailored marketing mix Positioning Strategy Target market Price mix Place mix
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MKTG1001: Semester 1 IMC Integrated Marketing Communication The firm’s PROMOTIONAL Mix Using a variety of communication tools to deliver a consistent deliberate message to the market (consumers and publics)
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MKTG1001: Semester 1 Push versus pull promotional emphasis Manufacturer Manufacturer Retailer/wholesaler PUSH Consumer PULL
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MKTG1001: Semester 1
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MKTG1001: Semester 1 Mass Broad market TV, radio, newspapers, outdoor, cinema Targeted Segments Pay-TV, public relations, door-to-door, events, sponsorships, trade shows, buzz, newsletters In-store At POP Posters, POP displays, sales promotions, packaging One-to-one Individuals Mail, telemarketing, selling
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MKTG1001: Semester 1 Communication Concepts
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MKTG1001: Semester 1 The communication system The firm Their IMC Their wholesalers/retailers Retailers IMC Consumers W-O-M Publics FIGURE 12.1
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MKTG1001: Semester 1 The communication system (Consumer at centre) CONSUMER Manufacturer promotions Retailer promotions Family/friends Media Government Salespeople Consumer groups Reference groups Remember “passive” learning
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MKTG1001: Semester 1 Elements in the process Sender Encoding Message Media Receiver Decoding Noise Feedback Response FIGURE 12.2
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MKTG1001: Semester 1 Encode Decode Message Media ENCODE Lots of benefits to communicate, how to structure? DECODE Lots of information received, in different situations
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MKTG1001: Semester 1 Encode Decode Message Media ENCODE Lots of benefits to communicate, how to structure? DECODE Lots of information received, in different situations
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MKTG1001: Semester 1 AIDA Model
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MKTG1001: Semester 1 Steps in IMC
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MKTG1001: Semester 1 TABLE 12.2
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MKTG1001: Semester 1
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MKTG1001: Semester 1 Buyer-readiness state (Objectives) Awareness Knowledge Liking Preference Conviction Purchase FIGURE 12.3
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MKTG1001: Semester 1 Advertising Objectives Informative Persuasive Comparison Reminder
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