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MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE

MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE. 10. Integrated Marketing Communications. Integrated Marketing Communication (IMC) “…the strategic, coordinated use of promotional elements to ensure maximum persuasive impact on the firm’s current and potential customers.”

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MARKETING STRATEGY O.C. FERRELL • MICHAEL D. HARTLINE

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  1. MARKETING STRATEGYO.C. FERRELL • MICHAEL D. HARTLINE 10 Integrated Marketing Communications

  2. Integrated Marketing Communication (IMC) “…the strategic, coordinated use of promotional elements to ensure maximum persuasive impact on the firm’s current and potential customers.” Reasons that IMC is important: Fosters long-term relationships Reduces or eliminates promotional redundancies Technology allows better targeting of customers Integrated Marketing Communication

  3. Promotional Elements Used in IMC Exhibit 10.1

  4. IMC must have clear promotional goals and objectives The AIDA Model Attention Interest Desire Action Promotional goals with respect to the supply chain Push or pull strategy? Strategic Issues in IntegratedMarketing Communications

  5. Promotion Strategy Overthe Product Life Cycle Exhibit 10.2

  6. Types of Advertising Institutional advertising Advocacy advertising Product advertising Determining the Advertising Budget Objectives and task approach Percentage of sales approach Competitive matching approach Arbitrary approach Advertising

  7. Methods Evaluating the achievement of advertising objectives Assessing the effectiveness of advertising copy, illustrations, and layouts Evaluating the effectiveness of various media Timing of Evaluation Pretest During campaign Posttest Evaluating Advertising Effectiveness

  8. Public Relations Methods Negative Public Relations Public Relations

  9. The Sales Management Process Developing Sales Force Objectives Determining Sales Force Size Recruiting Salespeople Training the Sales Force Controlling and Evaluating the Sales Force The Impact of Technology on Personal Selling Personal Selling andSales Management

  10. Comparison of Sales ForceCompensation Methods Exhibit 10.8

  11. Types of Sales Promotion to Consumers Coupons Rebates Samples Loyalty programs Point-of-purchase promotion Premiums Contests and sweepstakes Sales Promotion in Consumer Markets

  12. Sales Promotion Methods Unique to Business Markets Trade allowances Free merchandise Training assistance Cooperative advertising Selling incentives Sales Promotion in Business Markets

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