Chapter 15

Chapter 15 - CHAPTER 15 Integrated Marketing Communications...

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CHAPTER 15 Integrated Marketing Communications Principles of Marketing Minneapolis Community and Technical College Instructor: Dave Skogstrom Office: Management Education Center, Room 1050 Phone: 612-659-6422 Email: www.dave.skogstrom@minneapolis.edu .
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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. 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. 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
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CHAPTER 15 Integrated Marketing Communications For the 101th Time ? You are the marketing manager. What is your responsibility? ? What is marketing strategy? ? What are the steps in a marketing strategy? ? What do you control? ? What don’t you control? ? When things change in the marketing environment, what do you do? ? What are the elements of the Marketing Mix? ? What are the elements of the Promotional Mix?
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CHAPTER 15 Integrated Marketing Communications Promotion is the 4th of the marketing mix elements that you control as marketer probably the one that you establish last -- after product, price, place. before setting your promotional mix, you determine your objectives. promotional mix is closely related to IMC. Begin by reviewing the definitions to determine this relationship.
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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.
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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
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This note was uploaded on 11/26/2011 for the course BUSN 1142 taught by Professor Skogstrom during the Fall '10 term at MCTC.

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Chapter 15 - CHAPTER 15 Integrated Marketing Communications...

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