Integrated Marketing Notes

Integrated Marketing Notes - Marketing 3104 Integrated...

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Marketing 3104 Integrated Marketing Communications (IMC) Strategy
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Content Objectives Understand how to use a hierarchy of effects model to set communication objectives Model the communication process and know the role and importance of each element Overview the process and
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PROMOTIONS MIX SALES PROMOTION PUBLIC RELATIONS PERSONAL SELLING ADVERTISING DIRECT MARKETING Marketing Communications WHICH PROMOTIONAL ELEMENTS WORK BEST?
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Integrated Marketing Communications Programs that coordinate all promotional activities to provide a consistent message across all audiences
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EXECUTING AN IMC PROGRAM Select your target market Specify promotional objectives Set the promotional budget Select the promotions mix  (know methods’ strengths, weaknesses, look for synergy ) Design and schedule the promotion Execute and assess the IMC program
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SETTING COMMUNICATION OBJECTIVES Hierarchy of Effects Model AWARENESS | INTEREST | EVALUATION (shape beliefs, decision criteria, | attitudes, emotions) TRIAL | ADOPTION
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CONCEPTS Source: The message sender Receiver: The message recipient Message: The information going from source to receiver. Channel of Communication: The means by which the message is conveyed. Encoding: The process of transforming an idea into a set of symbols. Decoding: The process of transforming a set of symbols into an idea. Field of experience: The knowledge and understanding of the encoder or decoder. Noise: Extraneous factors that distort the message or feedback. Response:
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Integrated Marketing Notes - Marketing 3104 Integrated...

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