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Right promotional tools - PowerPoint PPT Presentation

Slide 18-1

Slide 18-1. C HAPTER. INTEGRATED MARKETING COMMUNICA-TIONS AND DIRECT MARKETING. Slide 18-2. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:. Discuss integrated marketing communication and the communication process . Describe the promotional mix and the uniqueness of each component .

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Slide 18-6

THE COMMUNICATION PROCESS. Promotional Mix. Integrated Marketing Communications (IMC). Communication. Source. Message. Channel of Communication. Receivers. Slide 18-6. FIGURE 18-1 The communication process. Slide 18-7. THE COMMUNICATION PROCESS. Encoding and Decoding. Encoding.

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INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING

INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING. THE COMMUNICATION PROCESS. THE COMMUNICATION PROCESS. Communications Source Message Channel of Communication Receivers. THE COMMUNICATION PROCESS. Encoding and Decoding Field of experience Feedback Response Noise.

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Right promotional tools - PowerPoint PPT Presentation

Slide 18-1

Slide 18-6

INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING