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INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING - PowerPoint PPT Presentation


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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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Presentation Transcript
slide3

THE COMMUNICATION PROCESS

  • Communications
  • Source
  • Message
  • Channel of Communication
  • Receivers
slide4

THE COMMUNICATION PROCESS

  • Encoding and Decoding
      • Field of experience
  • Feedback
      • Response
  • Noise
slide6

THE PROMOTIONAL ELEMENTS

  • Advertising
  • Personal Selling
  • Public Relations
      • Publicity
  • Sales Promotion
  • Direct Marketing
slide7

INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

  • The Target Audience
  • The Product Life Cycle
    • Introduction Stage
    • Growth Stage
    • Maturity Stage
    • Decline Stage
slide9

INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

  • Product Characteristics
  • Stages of the Buying Decision
    • Prepurchase Stage
    • Purchase Stage
    • Postpurchase Stage
slide11

INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

  • Channel Strategies
    • Push Strategy
    • Pull Strategy
slide13

INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

  • Integrated Marketing Communications
slide14

DEVELOPING THE PROMOTION PROGRAM

  • Who is the target audience?
  • What are (1) the promotion objectives, (2) the amounts of money that can be budgeted for the promotion program, and (3) the kinds of promotion to use?
  • Where should the promotion be run?
  • When should the promotion be run?
slide16

DEVELOPING THE PROMOTION PROGRAM

  • Identifying the Target Audience
  • Specifying Promotion Objectives
      • Hierarchy of effects
  • Setting the Promotion Budget
slide18

DEVELOPING THE PROMOTION PROGRAM

  • Setting the Promotion Budget
    • Percentage of Sales
    • Competitive Parity
    • All You Can Afford
    • Objective and Task
slide20

DEVELOPING THE PROMOTION PROGRAM

  • Selecting the Right Promotional Tools
  • Designing the Promotion
  • Scheduling the Promotion
slide22

DIRECT MARKETING

  • The Growth of Direct Marketing
slide24

DIRECT MARKETING

  • The Value of Direct Marketing
      • Direct orders
      • Lead generation
      • Traffic generation
  • Technological, Global, and Ethical Issues in Direct Marketing