Integrated Marketing Communications

Integrated Marketing Communications PowerPoint PPT Presentation


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Chapter 14 Version 6e. 2. chapter. Learning Objectives. . 14. . 1.Discuss the role of promotion in the marketing mix. 2. Discuss the elements of the promotional mix. 3. Describe the communication process.. . Chapter 14 Version 6e. 3. chapter. Learning Objectives (continued). . 14. . 4. Expla

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Integrated Marketing Communications

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1. Chapter 14 Version 6e 1 Integrated Marketing Communications

2. Chapter 14 Version 6e 2 Learning Objectives

3. Chapter 14 Version 6e 3 Learning Objectives (continued)

4. Chapter 14 Version 6e 4 Learning Objective

5. Chapter 14 Version 6e 5 Promotion

6. Chapter 14 Version 6e 6 Promotional Strategy

7. Chapter 14 Version 6e 7 The Role of Promotion

8. Chapter 14 Version 6e 8 Differential Advantage

9. Chapter 14 Version 6e 9 Learning Objective

10. Chapter 14 Version 6e 10 Promotional Mix

11. Chapter 14 Version 6e 11 Promotional Mix

12. Chapter 14 Version 6e 12 Advertising

13. Chapter 14 Version 6e 13 Advertising Media

14. Chapter 14 Version 6e 14 Advertising Advantages Ability to reach large number of people Cost per contact is low Can be micro-targeted Disadvantages Total cost is high

15. Chapter 14 Version 6e 15 Public Relations

16. Chapter 14 Version 6e 16 Public Relations

17. Chapter 14 Version 6e 17 Publicity

18. Chapter 14 Version 6e 18 Sales Promotion

19. Chapter 14 Version 6e 19 Sales Promotion

20. Chapter 14 Version 6e 20 Sales Promotion

21. Chapter 14 Version 6e 21 Personal Selling

22. Chapter 14 Version 6e 22 Personal Selling

23. Chapter 14 Version 6e 23 Learning Objective

24. Chapter 14 Version 6e 24 Communication

25. Chapter 14 Version 6e 25 Marketing Communication

26. Chapter 14 Version 6e 26 The Communication Process

27. Chapter 14 Version 6e 27 The Sender and Encoding

28. Chapter 14 Version 6e 28 The Communication Process

29. Chapter 14 Version 6e 29 Characteristics of Advertising

30. Chapter 14 Version 6e 30 Characteristics of Public Relations

31. Chapter 14 Version 6e 31 Characteristics of Sales Promotion

32. Chapter 14 Version 6e 32 Characteristics of Personal Selling

33. Chapter 14 Version 6e 33 Learning Objective

34. Chapter 14 Version 6e 34 Goals and Tasks of Promotion

35. Chapter 14 Version 6e 35 Goals and Tasks of Promotion

36. Chapter 14 Version 6e 36 Goals and Tasks of Promotion

37. Chapter 14 Version 6e 37 Goals and Tasks of Promotion

38. Chapter 14 Version 6e 38 Goals and Tasks of Promotion

39. Chapter 14 Version 6e 39 Learning Objective

40. Chapter 14 Version 6e 40 The AIDA Concept

41. Chapter 14 Version 6e 41 The AIDA Concept

42. Chapter 14 Version 6e 42 AIDA and the Promotional Mix

43. Chapter 14 Version 6e 43 Learning Objective

44. Chapter 14 Version 6e 44 Factors Affecting the Promotional Mix

45. Chapter 14 Version 6e 45 Nature of the Product Product characteristics Business product vs. consumer product Costs and risks Social risk

46. Chapter 14 Version 6e 46 Stage in the Product Life Cycle

47. Chapter 14 Version 6e 47 Product Life Cycle and the Promotional Mix

48. Chapter 14 Version 6e 48 Target Market Characteristics FOR: Widely scattered market Informed buyers Repeat buyers

49. Chapter 14 Version 6e 49 Type of Buying Decision

50. Chapter 14 Version 6e 50 Available Funds Trade-offs with funds available Number of people in target market Quality of communication needed Relative costs of promotional elements

51. Chapter 14 Version 6e 51 Push and Pull Strategies

52. Chapter 14 Version 6e 52 Learning Objective

53. Chapter 14 Version 6e 53 Integrated Marketing Communications

54. Chapter 14 Version 6e 54 IMC Popularity Growth Proliferation of thousands of media choices Fragmentation of the mass market Slash of advertising spending in favor of promotional techniques

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