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Marketing 14

Marketing 14. Integrated Marketing Communication. Integrated Marketing Communications -- 14. Goal of promotion Promo mix Objectives and budgets AIDA IMC. Four Ps of Promotion. P aid Advertising (Reach) P ublic Relations (Credibility) Sales P romotion (events, coupons, etc.)

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Marketing 14

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  1. Marketing 14 Integrated Marketing Communication

  2. Integrated Marketing Communications -- 14 • Goal of promotion • Promo mix • Objectives and budgets • AIDA • IMC 14.1

  3. Four Ps of Promotion • Paid Advertising (Reach) • Public Relations (Credibility) • Sales Promotion (events, coupons, etc.) • Personal Selling (Personal and Interactive) Also known as the IMC Mix

  4. IMC • What is it? • Using all 4 promotion Ps • Synergy • Consistent • Complementary • Interactive • Why is it used? (p.484) • Educate Customers • Maintain Image • Reach Masses • Stimulate Sales • Build Relationships 14.2

  5. Goals and Tasks of Promotion • Informing • Persuading • Reminding 14.3

  6. IMC Objectives • Build Brand Equity • Provide Information • Manage Demand & Build Sales • Differentiate Products • Influence Perceptions, Attitudes, & Behavior 14.4

  7. Figure1: Brand Equity Strategy – A Schematic Brand Equity Interface Brand Identity Interface Brand Identity Strategy IMC Strategy Brand Equity Brand Brand Equity Contacts Identity Contacts Environment, competitors’ brands, and changing customer needs and preferences

  8. Communication Process

  9. Figure 2: A Conceptual Framework Brand Identity Contact Factors Brand Equity Contact Factors Brand Identity Oriented Culture • IMC Synergy • Constructs • Consistency • Interactivity • Complementarity Top Management Support • Brand Equity • Awareness • Image IMC Effectiveness Internal Market Orientation

  10. Promotion goal: • Move consumers through AIDA • Awareness/Attention • Interest • Desire • Action 14.5

  11. Factors Affecting the Promotional Mix • Nature of the product • Consumer vs. Business • Risk • Target market • Informed, brand loyal, scattered  Adv. • Push vs. pull strategy • Product life cycle stage • Stimulating Primary vs. Secondary Demand • Loyalty • Reminder • Available funds • Type of Buying Decision (Complexity, Involvement) 14.6

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