Chapter 18 - Marketing 3104 Integrated Marketing...

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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 issues related to creating an integrated marketing communications (IMC) program Identify the components of the promotions mix and their roles in IMC. Contrast push and pull strategies for managing promotion through the channel of distribution
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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 A promotions mix is not IMC unless this coordination occurs
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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- combine elements in a way so they are more effective than a sum of their parts) 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 [freschetta pizza] attitudes, emotions) TRIAL | free samples/ incentives – make it costless to try
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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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This note was uploaded on 12/20/2011 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

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Chapter 18 - Marketing 3104 Integrated Marketing...

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