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Chapter 15: Integrated Marketing Communication Strategy

Chapter 15: Integrated Marketing Communication Strategy. Fall 2006. Topics to Be Covered. Communications Model Promotion Mix Promotion Objectives Promotion Budgeting Setting the Promotion Mix. Source. Encoding. Message & Media. Decoding. Receiver. Communications Model. Noise.

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Chapter 15: Integrated Marketing Communication Strategy

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  1. Chapter 15: Integrated Marketing Communication Strategy Fall 2006

  2. Topics to Be Covered • Communications Model • Promotion Mix • Promotion Objectives • Promotion Budgeting • Setting the Promotion Mix

  3. Source Encoding Message & Media Decoding Receiver Communications Model Noise

  4. Promotion Mix • Advertising • Personal Selling • Sales Promotion • Public Relations • Direct Marketing

  5. Advertising • Any paid form on non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

  6. Personal Selling • Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

  7. Sales Promotion • Short-term incentives to encourage the purchase or sale of a product or service.

  8. Public Relations • Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

  9. Direct Marketing • Direct connections with carefully targeted individual consumers to both obtain and immediate response and cultivate lasting customer relationships.

  10. Promotion Objectives: Buyer Readiness • Awareness • Knowledge • Liking • Preference • Conviction • Purchase

  11. Promotion Budgeting • Affordable • Percent of Sales • Competitive-Parity • Objective-Task

  12. Setting the promotion mix • Advertising: legitimize, reach and frequency • Personal Selling: feedback, relationship, and close sale • Sales Promotion: long-term brand preference? • Public Relations: credibility • Direct Marketing: nonpublic, immediate, customized, and/or interactive

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