tailieunhanh - Designing and Managing Integrated Marketing Communications

• What is the role of marketing communications? • How do marketing communications work? • What are the major steps in developing | Designing and Managing Integrated Marketing Communications Marketing Management, 13th ed 17 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications? What is the communications mix and how should it be set? What is an integrated marketing communications program? What are Marketing Communications? Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. Modes of Marketing Communications Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling Table 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 Table Communication Platforms Events/ Experiences Sports Entertainment Festivals Art Causes Factory tours Company museums Street activities Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying Identity media Company magazine Table 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 Blogs Websites Word-of-Mouth Marketing Person-to-person Chat rooms Blogs Elements in the Communications Process Sender Encoding Message Decoding Receiver Response Noise Feedback The Communications Process Selective attention Selective distortion Selective retention An Ideal Ad Campaign The right consumer is exposed to the message at the right time and place The ad | Designing and Managing Integrated Marketing Communications Marketing Management, 13th ed 17 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications? What is the communications mix and how should it be set? What is an integrated marketing communications program? What are Marketing Communications? Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. Modes of Marketing Communications Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling Table 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 .