F10+Marketing+3104+Student+18.+Integrated+Communications+Part+2+ppt

F10+Marketing+3104+Student+18.+Integrated+Communications+Part+2+ppt

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EXECUTING AN IMC PROGRAM Select your target market Specify promotional objectives Set the promotional budget know methods’ strengths, weaknesses) Select the promotions mix look for synergy Design and schedule the promotion Execute and assess the IMC program
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SETTING PROMOTIONAL OBJECTIVES Hierarchy of Effects Model 效效效效 Objective Common Promotion Element AWARENESS | INTEREST | EVALUATION (shape beliefs, decision criteria, attitudes, emotions) | TRIAL | ADOPTION
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SETTING COMMUNICATION OBJECTIVES OBJECTIVE Common Promotion mix Element AWARENESS | INTEREST | EVALUATION | TRIAL | ADOPTION advertising, public relations: efficiently get… sales promotion, personal selling, direct marketing, packaging: get…
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Promotion to Manage Channel Demand Promotion mainly advertisin g and sales promotion to consumer s. Promotion mainly personal selling, sales promotion… Any incentive directed to channel members is part of a Also common in push strategies: Larger trade/channel margins Services to the trade Exclusive territories
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F10+Marketing+3104+Student+18.+Integrated+Communications+Part+2+ppt

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