Marketing Management Lecture 13

Marketing Management Lecture 13 - .

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Managing Mass Communications: Advertising,  Sales Promotion, Events and Experiences, and  Public Relations MKT5MMA Lecture 13 Jean Marie Ip Soo Ching
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Chapter Questions 1. What steps are involved in developing  an advertising program? 2. How should sales promotion decisions  be made? 3. What are the guidelines for effective  brand-building events and experiences? 4. How can companies exploit the potential  of public relations and publicity?
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The Comunications process Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise M ed ia S en d e r E n co d in g M esag e D eco d in g R ece ive r R espon se F edb ack
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Elements in the  Communications Process (Cont) Sender - the person who sends the message Receiver - the person who receives the message Message channel - the means by which the message is  transmitted. Process involved in communication: Encoding - the process of translating a thought or  idea into words, actions or symbols Decoding - the receipt and translation of the  encoded message by the receiver.
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Elements of the IMC mix
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What is Advertising? Advertising  is any paid form of  non-personal presentation and promotion of  ideas, goods, or services by an identified  sponsor.
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The Five M’s of Advertising
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Choosing a Message Moral Appeals Rational Appeals Emotional Appeals Message Content Decisions
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