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

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MKTG1001: Semester 1 Marketing Principles This week… IM C = Integrated M arketing C om m unications unication Principles T ools EX ER ISE : D eveloping the IM M ix Chapters 12 & 13 (& 14)
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MKTG1001: Semester 1 What’s not in. .. IM C B u d g e t o lle c tin fe b a k In ter n tio l A v er tisin D ec isio s S cia lly R sp sib le M tg m
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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 IM C In te g ra d M a rk e tin o m u n ic tio The firm’s PROMOTIONAL Mix U sing a variety of com unication tools to deliver a consistent deliberate essage to the m arket (consum ers 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 F IG U R E 1 2 .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 R e m em b r p a ssiv le rn in g
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MKTG1001: Semester 1 Elements in the process Sender Encoding Message Media Receiver Decoding Noise Feedback Response FIG U R E 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 TA BLE 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 FIG U R E 12.3
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MKTG1001: Semester 1 Advertising Objectives Informative Persuasive Comparison Reminder
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This note was uploaded on 11/06/2011 for the course MARKETING 1001 taught by Professor Unknown during the Three '09 term at University of Sydney.

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

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