TAILIEUCHUNG - Lecture Marketing: The core (5/e): Chapter 14 – Kerin, Hartley, Rudelius

Chapter 14: Integrated marketing communications and direct marketing. When you finish this chapter, you should: 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;. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 Discuss integrated marketing communication and the communication process. Describe the promotional mix and the uniqueness of each component. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO: Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy. LO3 14- LO4 Describe the elements of the promotion decision process. Explain the value of direct marketing for consumers and sellers. LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO: 14- GET ENGAGED IN THE TWITTERVERSE! 14- THE COMMUNICATION PROCESS LO1 Promotional Mix Integrated Marketing Communications (IMC) Inform Prospective Buyers Persuade Them To Try Remind Them of the Benefits 14- FIGURE 14-1 The communication process consists of six key elements 14- THE COMMUNICATION PROCESS LO1 Communication Source Channel of Communication Message Receivers 14- Encoding Decoding Field of Experience Feedback Loop Feedback Response Noise THE COMMUNICATION PROCESS LO1 14- The North Face Ad Who is the source? What is the message? How would you decode this ad? LO1 14- FIGURE 14-2 The five elements of the promotional mix 14- THE PROMOTIONAL ELEMENTS ADVERTISING LO2 Mass Selling Customized Interaction Advertising Paid Aspect Nonpersonal vs. Advantages Disadvantages 14- THE PROMOTIONAL ELEMENTS PERSONAL SELLING LO2 Personal Selling Wasted Coverage Advantages Disadvantages 14- THE PROMOTIONAL ELEMENTS PUBLIC RELATIONS LO2 Public Relations Publicity Advantages Disadvantages 14- THE PROMOTIONAL ELEMENTS SALES PROMOTION AND DIRECT MARKETING LO2 Sales Promotion Direct Marketing Advantages Disadvantages Advantages Disadvantages 14- IMC—DEVELOPING THE PROMOTIONAL MIX THE TARGET AUDIENCE Determine the Balance of the Elements .

• Marketing - Bán hàng
• Lecture Marketing
• Marketing process
• Targeting marketing opportunities
• Satisfying marketing opportunities
• Integrated marketing communications
• Direct marketing
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing