tailieunhanh - Lecture Principles of Marketing - Chapter 12: Communicating customer value

In this chapter you will learn: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication. | Chapter Twelve Communicating Customer Value: Advertising, Sales Promotion, and Public Relations Discuss the process and advantages of integrated marketing communications. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. Describe and discuss the major decisions involved in developing an advertising program. Explain how sales promotion campaigns are developed and implemented. Explain how companies use public relations to communicate with their publics. 12- Copyright 2007, Prentice Hall, Inc. The Agency Has recently won both multiple creative awards and several major advertising accounts. Located in South Beach, FL, far removed from mainstay agencies on Madison Avenue in NY. Agency philosophy: “Anything and everything is an ad.” CP + B: An Unusual Success Story Case Study The Tactics Heavy focus on guerilla tactics, unconventional uses of media, and holistic marketing strategies while TV is used only sparingly. . | Chapter Twelve Communicating Customer Value: Advertising, Sales Promotion, and Public Relations Discuss the process and advantages of integrated marketing communications. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. Describe and discuss the major decisions involved in developing an advertising program. Explain how sales promotion campaigns are developed and implemented. Explain how companies use public relations to communicate with their publics. 12- Copyright 2007, Prentice Hall, Inc. The Agency Has recently won both multiple creative awards and several major advertising accounts. Located in South Beach, FL, far removed from mainstay agencies on Madison Avenue in NY. Agency philosophy: “Anything and everything is an ad.” CP + B: An Unusual Success Story Case Study The Tactics Heavy focus on guerilla tactics, unconventional uses of media, and holistic marketing strategies while TV is used only sparingly. Street level research helps develop creative appeals. Tries to start a consumer movement behind the brand, and campaigns go well beyond advertising. 12- Copyright 2007, Prentice Hall, Inc. The Marketing Communications (Promotion) Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing 12- Copyright 2007, Prentice Hall, Inc. New Communications Realities Mass markets have fragmented, leading to a shift away from mass marketing. Improvements in information technology are speeding movement toward segmented marketing. These factors have shifted the marketing communications model. Less broadcasting More narrow casting 12- Copyright 2007, Prentice Hall, Inc. Integrated Marketing Communications Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. Several factors influence the choice of promotional tools. 12- Copyright 2007,

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Marketing process
• Communicating customer value
• Marketing communications strategy
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system