TAILIEUCHUNG - Lecture Advertising and promotion (2/e) – Chapter 4: The communication process

The goals of this chapter are: To understand the basic elements of the communication process and the role of communication in marketing; to examine various models of the communication process; to analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy;. | Chapter 4 The communication process To understand the basic elements of the communication process and the role of communication in marketing. To examine various models of the communication process. To analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy. To examine the nature of consumers’ cognitive processing of marketing communication. Learning objectives Relation to text This slide sets out the chapter’s learning objectives on p. 86 of the text. Response Traditional models How they work Alternative models AIDA Innovation adoption Information processing Response hierarchies Hierarchy of FX Communication process Cognitive response Elaboration likelihood Standard learning Dissonance attribution Low involvement Central or peripheral Who Whom How What Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 4 as shown on p. 86 of the text. These mind maps which are used throughout the text and the slide presentations provides a signposts for the topics to be covered by a presentation or a span of slides within a presentation, allowing learners to see what has been covered and/or what topics remain to be covered. Use of this slide This is an introductory slide. What’s the buzz? Relation to text This slide presents a screen capture of the Dotti website. Summary overview While many marketers have used their online presence and social media to engage in buzz marketing, fashion retailer Dotti, owned by the Just Group, has combined their website with Facebook in novel ways to reach their target market of young females. Dotti relaunched its website, Dotti nation, to cultivate an online community of followers allowing users to interact with their Facebook profile without leaving the Dotti site. The site allows Dotti users to create content and to interact with other users. The

• Marketing - Bán hàng
• Marketing communications
• Integrated marketing communications
• Lecture Advertising and promotion
• Communication process
• Nature of communication
• Consumer initiated marketing communications
• Lectures Marketing management
• Marketing management
• Managing integrated marketing communications
• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Integrated marketing program
• Promotional program
• Integrated marketing communications objectives
• Marketing strategy
• Marketing process
• Direct marketing
• Direct marketing objectives
• Marketing mix
• Lecture Principles of marketing
• Bài giảng Nguyên lý marketing
• Principles of marketing
• The marketing communications mix
• Advertising agencies
• Direct marketing agencies
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing task
• Communicating customer value
• Integrated marketing communications strategy
• Consumer behavior
• Psychoanalytic theory
• Basic model of communication
• Elaboration Likelihood Model
• Source attractiveness
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• Message factors
• Creative strategy
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• Preproduction tasks
• Media planning
• Media characteristics
• Evaluation of media
• Local advertising
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• Sales promotion activities