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Chapter 9 Engaging Consumers and Communicating Customers value:…
Chapter 9
Engaging Consumers and Communicating Customers value: Integrated Marketing Communication Strategy
PROMOTIONAL MIX
advertising
broadcast
print
online
sales promotion
discount
coupons
displays
personal selling
public relations
direct and digital marketing
direct mail
catalogs
mobile marketing
INTEGRATED MARKETING COMMUNICATION
the new marketing model
content marketing
integrated marketing communications (IMC)
The marketing shifting
advances in digital technology
Consumer are changing
Consumer are changing
STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS
identify the target audience
what
how
when
who
where
determine the communication objectives
design the message
AIDA Model
hold Interest
arouse Desire
get the Attention
obtain Action
message content
rational appeal
emotional appeal
moral appeal
message structure and format
choose the media to send the message
opinion leader
buzz marketing
nonpersonal communication
major media
select the message source and collect feedback
celebrities
professional
COMMUNICATION PROCESS