CH17-IMC-student - CHAPTER INTEGRATED MARKETING COMMU­1...

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Unformatted text preview: CHAPTER INTEGRATED MARKETING COMMUNICATIONS 17 17­1 Integrated Marketing Communications Communication channel 17­2 How Consumers Perceive Communication 17­3 The AIDA Model 17­4 Awareness • Senders first must gain ________ of the consumers • A multichannel approach increases the likelihood the message will be ________ 17­5 Interest • After the customer is aware, they must be ________ • The customer must want to further ________ the product/service 17­6 Desire 17­7 Action 17­8 Lagged Effect • Marketing communication does not always have an _______________ • _____________are often necessary • It is difficult to determine which exposure led to purchase 17­9 Elements of an Integrated Communication Strategy 17­10 Advertising • ______________of IMC • Extremely ________________ __________________ __ Terry Tate/Reebok Commercial 17­11 Public Relations (PR) • “Free” media attention • Importance of PR has grown as cost of ________________ • Consumers becoming more skeptical about marketing, PR becoming more important 17­12 Sales Promotions • Can be aimed at both end user consumers or _____________ • Used in conjunction with other forms of IMC • Can be used for both _______________ ______________ Retailmenot.com Website 17­13 Personal Selling • Some products require _______________ • More expensive than other forms of promotion • Salespeople can add significant value, which makes the expense worth it 17­14 Direct Marketing • • • • Growing element of IMC Includes e-mail and m-commerce Good for multicultural groups Database technology improves 17­15 Online Marketing 17­16 Planning and Measuring IMC Success • Understand the outcome they hope to achieve before they begin • Short-term or longterm • Should be explicitly defined and measured 17­17 Budget 17­18 Measuring Success 17­19 ...
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This note was uploaded on 01/12/2012 for the course MAR 3023 taught by Professor Bagwhandee during the Fall '08 term at University of Central Florida.

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CH17-IMC-student - CHAPTER INTEGRATED MARKETING COMMU­1...

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