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UNIT 14: IMC - Integrated Marketing Communications (truyền thông…

- - - - Example: use direct mail, telephone
  - - - Example: coupons, give more product, give a gift
- - - - Trget audience will heavily affect communications decisions
  - - - 6 stages
        
        AWARENESS
        
        KNOWLEDGE
        
        LIKING(gu)
        
        PREFERENCE(sở thích)
        
        CONVICTION(cân nhắc)
        
        PURCHASE
  - - - conclusion or leave it to the audience find
      - strong arguments
      - 2 message structure
        
        one-sided argument (lập luận 1 chiều):
        only present the product’s strengths
        
        two-sided argument(lập luận 2 chiều):
        present the product’s strengths and weakness
  - - - people communicate with people directly(trực tiếp)
      - online and offline; KOC, KOL, buzz marketing
    - - only messages; no personal contact, feedback
      - fanpage, news, web, decore store, events