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Chapter 14

PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong. Chapter 14. Integrated Marketing Communication Strategy. The Marketing Communications Mix. Advertising. Personal Selling. Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

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Chapter 14

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  1. PRINCIPLES OF MARKETINGEighth Edition Philip Kotler and Gary Armstrong Chapter 14 Integrated Marketing Communication Strategy

  2. The Marketing CommunicationsMix Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Personal Presentations by a Firm’s Sales Force. Short-term Incentives to Encourage Sales. Sales Promotion Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity. Public Relations Direct Communications With Individuals to Obtain an Immediate Response. Direct Marketing

  3. Sender The Communication Process Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Encoding Feedback Media Message Decoding Response Receiver

  4. Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Steps in Developing EffectiveCommunication Awareness Knowledge Liking Preference Conviction Purchase

  5. Step 3. Designing a Message Steps in Developing EffectiveCommunication Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Headline, Copy, Color, Words, & Sounds, Body Language Attention Desire Interest Action

  6. Step 4. Choosing Media Steps in Developing EffectiveCommunication Step 5. Selecting the Message Source Personal Communication Channels Nonpersonal Communication Channels Step 6. Collecting Feedback

  7. Affordable Method Percentage- of-Sales Method Competitive- Parity Method Objective- and-Task Method Setting the Total Promotion Budget

  8. Advertising Reaches Many Buyers, Expressive Impersonal Personal Selling Personal Interaction, Builds Relationships Costly Setting the Promotion Mix Nature of Each Promotion Tool Sales Promotion Provides Strong Incentives to Buy Short-Lived Public Relations Believable, Effective, Economical Underused by Many Companies Direct Marketing Nonpublic, Immediate, Customized, Interactive

  9. Factors in Developing Promotion Mix Strategies • Push Strategy - “Pushing” the Product Through Distribution Channels to Final Consumers. • Pull Strategy - Producer Directs It’s Marketing Activities Toward Final Consumers to Induce Them to Buy the Product. Product Life-Cycle Stage Type of Product/ Market Buyer/ Readiness Stage

  10. New Marketing Communications Realities Changing Face of MarketingCommunications Marketers Have Shifted Away From Mass Marketing Less Broadcasting Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting

  11. Integrated Marketing Communications Company Carefully Integrates and Coordinates Its Many Communication Channels to Deliver a Clear, Consistent, Compelling Message. Packaging Advertising Event Marketing Personal Selling Message Direct Marketing Sales Promotion Public Relations

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