TAILIEUCHUNG - 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 .

• Marketing - Bán hàng
• Integrated marketing communications
• Direct marketing
• Marketing process
• Lecture Marketing
• Managing the marketing process
• Strategic marketing
• Marketing communications
• Integrated marketing program
• Communication process
• Promotional program
• Integrated marketing communications objectives
• Marketing strategy
• Direct marketing objectives
• Marketing mix
• Advertising agencies
• Direct marketing agencies
• Consumer behavior
• Psychoanalytic theory
• Basic model of communication
• Elaboration Likelihood Model
• Source attractiveness
• Source power
• Message factors
• Creative strategy
• Effective slogans
• Preproduction tasks
• Media planning
• Media characteristics
• Evaluation of media
• Local advertising
• Print media
• Evaluation of print media
• Support media
• Outdoor advertising
• The internet
• Social media
• Sales promotion
• Sales promotion activities
• Public relations
• Corporate advertising
• Testing process
• International advertising
• International economic environment
• Regulation of advertising
• Advertising controls