The marketing communications mix public relations and

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the Marketing Communications Mix Public Relations and Publicity High credibility Ability to catch buyers off guard Dramatization Events and Experiences Relevant Involving Implicit
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Characteristics of the Marketing Communications Mix Direct Marketing Customized Up-to-date Interactive Personal Selling Personal interaction Cultivation Response Word-of-Mouth Marketing Credible Personal Timely
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Factors in Setting Communications Mix Type of product market Buyer readiness stage Product life cycle stage
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Integrated marketing communication Integrated marketing communication Developing effective communicati on Identify target audience PROMOTIONAL TOOLS Advertising Personal Selling Sales Promotion Public Relations Direct Marketing SETTING THE TOTAL PROMOTIONAL BUDGET Objective & Task Method Communication objectives Designing message Choosing Media Selecting the Message Source Collecting Feedback Six buyer readiness stages Awareness Knowledge Liking Preference Conviction Purchase Personal communicati on Non-personal communicati on Phone Mail Internet chat communication Face to face Rational appeal Emotional appeals Love,pride,joy,humor , fear, guilt, shame Moral appeals Media Atmosphere Events Affordability Meth Percentage of Sales M Competitive-Parity Method PROMOTIONAL TOOLS Push strategy Pull strategy Session:11 Chapter:1 7
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