F10+Marketing+3104+Student+18.+Integrated+Communications+Part+1+ppt

F10+Marketing+3104+Student+18.+Integrated+Communications+Part+1+ppt

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Marketing 3104 Integrated Marketing Communications (IMC) Strategy
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Content Objectives Model the communication process and understand the role and importance of each element Identify the components of the promotions mix and their roles in IMC. Overview the process and issues related to creating an integrated marketing communications (IMC) program Contrast push and pull strategies for managing promotion through the channel of distribution
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COMMUNICATION PROCESS 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: Impact of the message on the receiver. Feedback: The sender’s interpretation of the response that indicates
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The Communications Process
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The Communications Process TARGET AUDIENCE: Consumer, Channel Members MARKETER SPOKESPER SON CONSUMERS Awareness Interest Evaluation Trial Adoption
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The Communications Process IDEA “BMW tires are not as expensive as you think they are.” e.g. Magazine Salesperson Text messaging Email, Coupon
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F10+Marketing+3104+Student+18.+Integrated+Communications+Part+1+ppt

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