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Integrated Marketing Communications

Integrated Marketing Communications

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Integrated Marketing Communications

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Presentation Transcript

  1. Integrated Marketing Communications Chapter 18

  2. Integrated Marketing Communications • Sales Promotions • International Public Relations • International Advertising

  3. Advertising Strategy and Goals • Increased Competition • Product Attribute and Benefit Segmentation • Regional Segmentation

  4. Noise Noise Encoding Decoding Source Message Receiver Feedback Noise Noise

  5. The Communication Process • Source • Encoding • Decoding • Receiver • Feedback • Noise

  6. Message • Legal Constraints • Comparative advertising • Products • Taxes • Linguistic Limitations • Translations and literacy rates • Cultural Diversity • Frame of reference • Subcultures

  7. Message • Media Limitations • Production Costs and Limitations

  8. Tactical Considerations Availability Cost Coverage Lack of market data Specific Media Information Newspapers Magazines Radio/TV Satellite and Cable TV Direct mail Internet Other Media Planning and Analysis

  9. Campaign Execution Advertising Agencies Local domestic agency Multinational agency with local branches International Control of Advertising Deception Decency Product Placement Self-regulation Campaign Execution, Advertising Agencies, & Control