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MARKETING MANAGEMENT 13th edition

CHP: 17

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MARKETING MANAGEMENT 13th edition

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    1. MARKETING MANAGEMENT 13th edition 17 Designing and Managing Integrated Marketing Communications

    2. CHP: 17&18-2 Marketing Communications

    3. CHP: 17&18-3 The Changing Communications Environment

    4. CHP: 17&18-4 The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service.

    5. CHP: 17&18-5 IMC Builds Brands

    6. CHP: 17&18-6 Communication Platforms Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs

    7. CHP: 17&18-7 Communication Platforms Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying

    8. CHP: 17&18-8 Communication Platforms Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail

    9. CHP: 17&18-9 Product Launch Communications Mix Kleenex allocated its communications dollars: 75% Television 23% Print 2% Online

    10. CHP: 17&18-10 Promotion Mix Strategies

    11. CHP: 17&18-11 Elements in the Communications Process

    12. CHP: 17&18-12 The Communications Process

    13. CHP: 17&18-13 Response Hierarchy Models

    14. CHP: 17&18-14 Steps in Developing Effective Communications

    15. CHP: 17&18-15 Communications Objectives

    16. CHP: 17&18-16 Designing the Communications Message strategy Creative strategy Message source Personal communication channels Nonpersonal communication channels Integration

    17. CHP: 17&18-17 Creative Strategy Informational and transformational appeals Positive and negative appeals Fear Guilt Shame Humor Love Pride Joy Click the video icon to launch a video about DDB Worldwide. Click the video icon to launch a video about DDB Worldwide.

    18. CHP: 17&18-18 The Importance of Taglines

    19. CHP: 17&18-19 Message Source Celebrity Characteristics Expertise Trustworthiness Likeability

    20. CHP: 17&18-20 Personal Communications Channels

    21. CHP: 17&18-21 Nonpersonal Communication Channels

    22. CHP: 17&18-22 Setting the Total Promotion Budget

    23. CHP: 17&18-23 Setting the Promotion Mix

    24. CHP: 17&18-24 Characteristics of Communications Advertising Pervasiveness Amplified expressiveness Impersonality Sales Promotion Communication Incentive Invitation

    25. CHP: 17&18-25 Characteristics of Communications Public Relations and Publicity High credibility Ability to catch buyers off guard Dramatization Events and Experiences Relevant Involving Implicit

    26. CHP: 17&18-26 Characteristics of Communications Direct Marketing Customized Up-to-date Interactive Personal Selling Personal interaction Cultivation Response

    27. CHP: 17&18-27 Cost Effectiveness by Buyer Readiness Stage

    28. MARKETING MANAGEMENT 13th edition 18 Managing Mass Communications

    29. CHP: 17&18-29 Advertising

    30. CHP: 17&18-30 The Five M’s of Advertising

    31. CHP: 17&18-31 Advertising Objectives

    32. CHP: 17&18-32 Creative Brief Positioning statement Key message Target market Objectives Key brand benefits Brand promise Evidence of promise Media Background Creative considerations

    33. CHP: 17&18-33 Television Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by viewers

    34. CHP: 17&18-34 Print Ads Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Clutter Unable to demonstrate product use

    35. CHP: 17&18-35 Media Selection

    36. CHP: 17&18-36 Relationship among Trial, Awareness, and the Exposure Function

    37. CHP: 17&18-37 Reach x Frequency = GRPs

    38. CHP: 17&18-38 Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow pages Newsletters Brochures Telephone Internet

    39. CHP: 17&18-39 Marketing Communication Expenditures (2007)

    40. CHP: 17&18-40 Turkish Market Communication Expenditures (2008)

    41. CHP: 17&18-41 Turkish Communications Environment (2005)

    42. CHP: 17&18-42 Place Advertising Billboards Public spaces Product placement Point-of-purchase

    43. CHP: 17&18-43 Classification of Advertising Timing Patterns

    44. CHP: 17&18-44 Evaluating Advertising Effectiveness Communication Effect Research Consumer feedback method Portfolio tests Laboratory tests Sales-Effect Research

    45. CHP: 17&18-45 Sales Promotion

    46. CHP: 17&18-46 Sales Promotion Tactics Consumer-directed Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions Trade-directed Price offs Allowances Free goods Sales contests Spiffs Trade shows Specialty advertising

    47. CHP: 17&18-47 Major Consumer Sales Promotion Tools

    48. CHP: 17&18-48 Major Consumer Sales Promotion Tools

    49. CHP: 17&18-49 Public Relations Functions Press relations Product publicity Corporate communications Lobbying Counseling

    50. CHP: 17&18-50 Major Tools in Marketing PR Publications Events Sponsorships News Speeches Public Service Activities Identity Media

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