tanner-ppt-ch11

tanner-ppt-ch11 - by Jeff Tanner and Mary Anne Raymond by...

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Unformatted text preview: by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing Chapter 11 Chapter 11 Advertising, Integrated Marketing Advertising, Integrated Marketing Communications, and the Changing Communications, and the Changing Media Landscape Media Landscape 2010 Flat World Knowledge, Inc. 2010 Flat World Knowledge, Inc. 3 Learning Objectives 1. Understand what integrated marketing communications are. 2. Understand why organizations may change their promotional strategies to reach different audiences. Integrated Marketing Communications (IMC) Integrated Marketing Communications (IMC) and New Media and New Media 2010 Flat World Knowledge, Inc. 4 Communications designed to deliver one consistent message to buyers! IMC IMC The Promotion (Communication) Mix The Promotion (Communication) Mix Learning Objectives 1. Outline the different components of the promotion mix. 2. Understand the different types of media and vehicles. 2010 Flat World Knowledge, Inc. 5 Promotional Mix Elements Promotional Mix Elements 2010 Flat World Knowledge, Inc. 6 Advertising Advertising A paid, non-personal message to a mass audience. Media used: 1. Printnewspapers, magazines 2. TV and radio 3. Internet 4. Social mediaFacebook, Twitter, blogs 5. Mobile marketing 2010 Flat World Knowledge, Inc. 7 The Advertising Conundrum...
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tanner-ppt-ch11 - by Jeff Tanner and Mary Anne Raymond by...

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