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Understanding the Promotion Mix in Integrated Marketing Communication

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Explore the essential components of the promotion mix within Integrated Marketing Communication (IMC). This guide analyzes the various promotional tools such as advertising, public relations, direct marketing, and personal selling. It discusses their roles in different stages of the Product Life Cycle (PLC) - introduction, growth, maturity, and decline. Learn how businesses can effectively combine these tools to enhance customer engagement, create brand awareness, and drive sales. An essential read for marketers looking to optimize their promotional strategies.

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Understanding the Promotion Mix in Integrated Marketing Communication

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    2. ?????? ?????????????????? ????????????????????????????? ??????????????????????????? ????????????????????????????????? ????????????????????????????????????????

    5. ??????????????????????????? (Promotion Mix) ???????? 1.??????????????????? 2.????????????? 3.??????? 4.????????????????????

    6. ??????????????????? 1.???????????????????????? 2.????????????????????????? 3.??????????

    7. ????????????????? 1.????????????????????????? 2.?????????????????????? 3.????????????????????

    8. ???????????????? 1.????????????????? 2.??????????????????????? 3.?????????????? 4.?????????????????

    9. ????????????? ???????????????????????????????????????????????? -Direct Mail -Telesales -Multimedia (internet, TV, radio)

    16. ????????????????????????? [Product Life Cycle (PLC)] ?????????? ????????? ??????????????? ??????????????? ??????? ???????????? ??????????????????????????????????????????????????????????? ????????? (lntroduction stage) ????????????????????????????????????????????????????????????????????????????????????????? ????????????????????????????????? ??????????????? (Grow stage) ??????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????????????? (Selective Demand)

    22. ??????????????????????????? ???????????????????????? (Outside-in Communication) -?????????????????????????????????? -????????????????????? -?????????????????????

    23. ??????????????????????????? 1.?????????????????????? ( Customer Focus ) 2.????????????????????????????????????????????????? ( ??????? ????????? ???????? ) 3.?????????????????????????? 4.?????????????????????????????? (Integrated Marketing Communication )

    24. ???????????????????????????? IMC ??? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????

    25. ????????????????????????????

    26. ???????????????? IMC 8Ms 1.Market(?????????????????????) 2.Mission(??????????????????????????????????????) 3.Message(????????????????) 4.Media(??????????????????????) 5.Money(????????????????) 6.Mix(??????????????????????????????) 7.Measurement(????????) 8.Management(?????????????????????)

    27. ???????????????? IMC ???????1.????????????????????? -?????????????(?????????? ???????????? ??????????? ??????? ?????? ) -????????????????????????(???????????? ???????????) -???????? -??????????? -?????????????? -?????????????? -????????????? -?????????????

    28. ???????????????? IMC ???????2 ???????????????????????????????? -??????????????????????????????????????? 1.?????????????? 2.?????????????? 3.????????????

    29. ???????????????? IMC ??????? 3.???????????????? 1.???????????????? -?????????????????? -?????????????????? -??????????????????? ????? ??????????? 2.???????????????? -????????????????????? -???????????????????????????????? -??????????????? 3.???????????????? -?????????????( ????????? ) -????? ???? ????? ( ????? ) -??????? ??? ?? ????? ( ???????? ) 4. ???????????? -???????????? -?????????????? -???????????????????

    30. ???????????????? IMC ???????4.???????????????????????? 1.?????????????????? -??????????????? -??????????????????? -????????????( ????????? ) 2.????????????????????? -????????? -???????? -?????????

    31. ???????????????? IMC ??????? 5.???????????????? 1.???????????????????????????? 2.????????????????????????????? 3.?????????????????? 4.?????????????????????????????

    32. ???????????????? IMC ???????6.??????????????????????????? 1.???????????? -????????/???????? -??????????????????? -?????

    33. ???????????????? IMC ???????6.??????????????????????????? 2.??????????????? -????????????/?????????? -?????????????/????????????? -???????????????????????? ????/????????????????

    34. ???????????????? IMC ???????6.??????????????????????????? 3.??????? -??????????? -??????????

    36. ???????????????? IMC ???????6.??????????????????????????? 4.????????????????????????? -????????? -?????????? -????????????? -???????????? -???????????

    37. ???????????????? IMC ???????6.??????????????????????????? 5.????????????????????????? -????????? -?????????? -????????????????? -?????????

    38. ???????????????? IMC ??????? 7.?????????????????? 1.?????????????????? -?????? ???????????? ???????? ?????? ??????? 2.?????????????????? -??????? ????????

    39. ???????????????? IMC ???????8.????????????????????????????????????????? 1.??????????????????????????????????????????????? 2.?????????????????????????????????????????? 3.??????????????????? 4.???????????????????????????????????

    40. ???????? IMC 1.?????????????????????????????? 2.??????????????( ?????? ?????????????? ) 3.??????????????????????????? 4.??????????????????

    41. ?????????????????????????? Promotion Mix

    42. ?????????????????????????? Promotion Mix

    43. ?????????????????????????? Promotion Mix

    44. ?????????????????????????? Promotion Mix

    45. ?????????????????????????? Promotion Mix

    46. ???????????? http://www.google.com http://www.bus.tu.ac.th/usr mk201/download/ch13 Promotion.PPT

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