Chapter 16_Integrated Marketing Communication

Chapter 16_Integrated Marketing Communication - Lamb, Hair,...

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1 Lamb, Hair, McDaniel CHAPTER 16 Integrated Marketing Communications 2010-2011 Mas s Media: Selling and Telling New Age Media: Building Relations hips
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2 LO 1 Discuss the role of promotion in the marketing mix LO 2 Discuss the elements of the promotional mix LO 3 Describe the communication process LO 4 Explain the goal and tasks of promotion LO 5 Discuss the AIDA concept and its relationship to the promotional mix LO 6 Describe the factors that affect the promotional mix LO 7 Discuss the concept of integrated marketing communications Learning Outcomes Learning Outcomes
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3 The Role of Promotion A plan for the optimal use of the elements of promotion: Advertising Public Relations Sales Promotion Personal Selling Promotional Strategy Promotional Strategy LO 1
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4 The Role of Promotion in the Marketing Mix Overall Marketing Objectives Overall Marketing Objectives Marketing Mix Product Place Promotion Price Marketing Mix Product Place Promotion Price Target Market Target Market Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Promotion Plan Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Promotion Plan LO 1
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5 Competitive Advantage LO 1
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6 The Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals.
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Chapter 16_Integrated Marketing Communication - Lamb, Hair,...

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