CHAPTER 18 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING.

Slides:



Advertisements
Similar presentations
INTEGRATED MARKETING COMMUNI- CATIONS AND DIRECT MARKETING C HAPTER.
Advertisements

Promotion Means Effective Communications Marketing Chapter 15.
Promotion Concepts.
Copyright © 2010 by Nelson Education Ltd. Chapter 14 Basic Version Integrated Marketing Communications.
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc
Integrated Marketing Communications Strategy
Integrated marketing Communication
Chapter 14Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Outcomes: Chapter 14 Integrated Marketing Communications.
Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 16: Promotional Planning for Competitive Advantage Introduction to Designed & Prepared by.
Integrated Marketing Communications Promotional Strategies at a Glance Chapter 14.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458
An Introduction to Integrated Marketing Communications
Copyright © 2015 McGraw-Hill Education. All rights reserved
Marketing Communications
1 Matakuliah:G0492 / English for Advertising Tahun: 2005/2006 Advertising Planning and Strategy Strategic planning The Marketing Plan The Advertising Plan.
Budgeting Getting it Right Chapter 6. Decisions Objectives Budget  Control tool, planning, accountability Advertising Budget Media Selection Media Strategy.
Integrated Marketing Communication Strategy
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING.
Integrated Marketing Communication Strategy
13-1 Chapter 13 Themes for Class Discussion Integrated Promotion Decisions Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING 18 C HAPTER.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 18-1.
Outline Strategic planning The marketing plan The advertising plan The creative plan and copy strategy Chapter 7 Advertising Planning and Strategy.
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Chapter 14 Promoting.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 18-6 THE COMMUNICATION PROCESS Promotional Mix Integrated Marketing Communications (IMC)Integrated.
Promotion, Advertising, and Sales Promotion Strategies Pertemuan 21 Buku 1 Hal: Matakuliah: J Strategi Pemasaran Tahun: 2009.
For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 14: Promotion — Introduction to Integrated.
Marketing Communications & Direct Marketing Chapter 16.
Chapter 6 Integrated Marketing Communication Strategy and Management.
Integrated Marketing Communications Chapter 17 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Communication mix or promotion mix
Marketing communications – an introduction. The role of marketing communications inform persuade remind reassure differentiate.
Integrated Marketing Communication Strategy Chapter: 14 Lec 9c.
Marketing Hospitality, 3rd ed., Hsu/Powers Chapter 12 Marketing Communication: Advertising.
CHAPTER 1 SUMMARY Mohamed Taher – NAA010. Introduction Advertising is considered to be a marketing communication, where it communicates to the customer.
Market and Market Identification Try to memorize the terms in this section, because you will use them throughout your study of marketing! The first important.
THE PRODUCT LIFE CYCLE SERM #51. Growth Maturity Decline Introduction Product Life Cycle.
Lifecycle. Product lifecycle Development stage Lots of market research carried out Lots of market research carried out Research and development Research.
3.01-B Product Life Cycles. Intro What is a product that has been around for as long as you can remember? How has it changed over the years? – Example:
© 2000 South-Western College Publishing Slide #1 Marketing Management 2nd Edition Chapter 12: Designing Effective Promotion and Advertising Strategies.
Chapter 14 Integrated Marketing Communications
Gilbert A. Churchill, Jr. J. Paul Peter Chapter 17 Managing Marketing Communications Marketing.
Promotion in Marketing Use communication to influence the awareness, feelings, beliefs and behavior of prospective customers Use communication to influence.
Promotion -- Marketing Communication Chapter 15 Marketing Communication.
Chapter 10: Marketing Communications Programs
Product Life Cycle Marketing I.
Marketing Communications Strategies Objective: Introducing and discussing the importance of different communication strategies. In the end of this week,
Chapter 21 Nature & Scope of Marketing
B121 Chapter 11 Marketing. It is concerned with exchange relationships. Transactional marketing – oriented towards single purchase Relationship Marketing.
Product Characteristics Features Attractiveness Uniqueness Innovation Benefits Customer experience Customer satisfaction.
Target I can explain the characteristics of each stage of the product life cycle.
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
What’s Happening?
PROMOTIONAL MIX Marketing Management Session 11 November 18, 1998.
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Chapter 14 Promoting.
1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Prepared by Deborah Baker Texas Christian University.
How to communicate your product Part I
Course Name: Principles of Marketing Code: MRK 152 Chapter: Nine Advertising and Public Relations.
What We Will Discuss Today u Communication u Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations.
Marketing Winter THE MARKETING MIX Session 6 Tuesday, April
MGT211 Introduction to Business Lecture 28. Product Life Cycle Introduction stage A stage when a new product is introduced in the market. There are one.
Sustaining Product Sales Chapter 30. The product life cycle The concept of product positioning The purpose of category management Ch 30.2 Sustaining Product.
Copyright © 2007 South-Western. All rights reserved. Chapter 14 Promoting Products.
Marketing Communication: Advertising
Principles of Marketing - UNBSJ
Lecture on Marketing Communication and Direct Marketing
Marketing Communications & Direct Marketing
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Integrated Marketing Communication Strategy
The Product Life Cycle SERM #51.
Presentation transcript:

CHAPTER 18 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING

The communications process THE COMMUNICATIONS PROCESS

The Promotional Mix

The Target Audience The Product Life Cycle Introduction Stage Growth Stage Maturity Stage Decline Stage INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

Promotional tools used over the product life cycle (of Purina Dog Chow)

Product Characteristics Stages of the Buying Decision Prepurchase Stage Purchase Stage Postpurchase Stage INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX

A comparison of push and pull promotional strategies

DEVELOPING THE PROMOTION PROGRAM  Who is the target audience?  What are (1) the promotion objectives, (2) the amounts of money that can be budgeted for the promotion program, and (3) the kinds of promotion to use?  Where should the promotion be run?  When should the promotion be run?

The promotion decision process DEVELOPING THE PROMOTION PROGRAM

Setting the Promotion Budget Percentage of Sales Competitive Parity All You Can Afford Objective and Task DEVELOPING THE PROMOTION PROGRAM

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2024 SlidePlayer.com Inc. All rights reserved.