Please enable JavaScript.
Coggle requires JavaScript to display documents.
Chapter 14 Communicating Customer Value: Integrated Marketing…
Chapter 14 Communicating Customer Value: Integrated Marketing communications Strategy
The promotion mix
Major promotion tools
Advertising
Broadcast
Print
Internet
Outdoor
Sales promotion
Discounts
Coupons
Displays
Demonstrations
Public relations
Press releases
Sponsorships
Special events
web pages
Personal selling
sales presentations
trade shows
incentive programs
direct marketing
Catalog
Telemarketing
Kiosks
Integrated marketing communications
The new marketing Landscape
Major factors
Shift away from mass marketing
Improvements in information technology
The shifting marketing communications model
Less broadcasting
more narrowcasting
The need for integrated marketing communications
Integrated marketing communication
A view of the communications process
Sender
Encoding
Message
Media
Decoding
Receiver
Response
Feedback
Noise
Steps in developing efective Communication
Identify the tager audience
Marketing communications
Determine the communication obectives
the stages of buyer readiness.
Awareness
knowledge
linking
Preference
Conviction
Purchase
Design a message
AIDA Model
Designing
Message content
Rational appeal
emotional appeal
moral appeal
Choosing media
personal communication
non-personal communication
Select the massage source
Collect feedback
Setting the total promotion budget and mix
Setting the total promotion budget
Affordable budget
percentage-of-sales
competitive-parity
objective- and- task
Shaping the overall promotion mix
The nature of each promotion tool
advertising
personal selling
sales promotion
public relations
direct marketing
promotion mix strategies
pull strategy
push strategy
Socially responsible marketing communication
Integrating the promotion mix
the shifting marketing communications model