introtomarketingimcchapter18fall2011

introtomarketingimcchapter18fall2011 - Chapter 18: IMC...

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 18: IMC Promotional Mix Integrated Marketing Communications (IMC) Inform Prospective Buyers Persuade Them To Try Remind Them of the Benefits
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
FIGURE 18-1 FIGURE 18-1 The communication process consists of six key elements
Background image of page 2
FIGURE 18-2 FIGURE 18-2 The five elements of the promotional mix
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
THE PROMOTIONAL ELEMENTS ADVERTISING Mass Selling Customized Interaction Advertising Paid Aspect Nonpersonal Component vs. Advantages Disadvantages
Background image of page 4
THE PROMOTIONAL ELEMENTS PERSONAL SELLING Personal Selling Wasted Coverage Advantages Disadvantages
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
THE PROMOTIONAL ELEMENTS PUBLIC RELATIONS Public Relations Publicity Advantages Disadvantages
Background image of page 6
THE PROMOTIONAL ELEMENTS SALES PROMOTION AND DIRECT MARKETING Sales Promotion Direct Marketing Advantages Disadvantages Advantages Disadvantages
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
IMC—DEVELOPING THE PROMOTIONAL MIX THE TARGET AUDIENCE Determine the Balance of the Elements Coordinate the Promotional Effort Assess Target Audience Characteristics Consumers Businesses
Background image of page 8
FIGURE 18-3 FIGURE 18-3 Promotional tools used over the product life cycle of Purina Dog Chow
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 18

introtomarketingimcchapter18fall2011 - Chapter 18: IMC...

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online