tailieunhanh - Lecture Marketing (12/e): Chapter 17 – Kerin, Hartley, Rudelius

Chapter 17 - Integrated marketing communications and direct marketing. After reading chapter 17, you should be able to: Discuss integrated marketing communication and the communication process; describe the promotional mix and the uniqueness of each component; select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 17-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: LO 17-1 Describe the promotional mix and the uniqueness of each component. Discuss integrated marketing communication and the communication process. 17- LO 17-4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: LO 17-3 Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies. LO 17-5 Explain the value of direct marketing for consumers and sellers. Describe the elements of the promotion decision process. 17- WHAT ARE THEY SAYING IN THE TWITTERSPHERE? ¡YO QUIERO TACO BELL! 17- THE COMMUNICATION PROCESS LO 17-1 Promotional Mix Integrated Marketing Communications (IMC) Inform Prospective Buyers . | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 17-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: LO 17-1 Describe the promotional mix and the uniqueness of each component. Discuss integrated marketing communication and the communication process. 17- LO 17-4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: LO 17-3 Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies. LO 17-5 Explain the value of direct marketing for consumers and sellers. Describe the elements of the promotion decision process. 17- WHAT ARE THEY SAYING IN THE TWITTERSPHERE? ¡YO QUIERO TACO BELL! 17- THE COMMUNICATION PROCESS LO 17-1 Promotional Mix Integrated Marketing Communications (IMC) Inform Prospective Buyers Persuade Them To Try Remind Them of the Benefits 17- FIGURE 17-1 The communication process consists of six key elements 17- THE COMMUNICATION PROCESS LO 17-1 Communication Source Channel of Communication Message Receivers 17- THE COMMUNICATION PROCESS LO 17-1 Encoding Decoding Field of Experience Feedback Loop Feedback Response Noise 17- MINI Paceman Ad Who is the source? What is the message? How would you decode this ad? LO 17-1 17- FIGURE 17-2 The five elements of the promotional mix 17- THE PROMOTIONAL ELEMENTS ADVERTISING LO 17-2 Mass Selling Customized Interaction Advertising Paid Aspect Nonpersonal vs. Advantages Disadvantages 17- THE PROMOTIONAL ELEMENTS PERSONAL SELLING LO 17-2 Personal Selling Wasted Coverage Advantages Disadvantages 17- THE PROMOTIONAL ELEMENTS PUBLIC RELATIONS LO 17-2 Public Relations Publicity Advantages Disadvantages 17- THE PROMOTIONAL ELEMENTS SALES PROMOTION AND DIRECT MARKETING LO 17-2 Sales Promotion Direct Marketing .