This action might not be possible to undo. Are you sure you want to continue?
PRINCIPLES OF MARKETING
Chapter 14 Integrated Marketing Communications Strategy
14-2 The Communications Mix Advertising ± any paid form of nonpersonal presentation by a sponsor Personal Selling ± personal presentations by a firm¶s sales force Sales Promotion ± short term incentives to encourage sales Public Relations ± building good relations with various publics Direct Marketing ± short term incentives to encourage sales .
14-3 Developing Effective Communication Identifying Target Audience Determining Communications Objectives ± Buyer Readiness Stages Designing Message ± Message Content ± Message Structure ± Message Format Media Selection ± personal and nonpersonal communications channels Message Source Feedback Collection .
14-4 Promotion Budget Affordable Percentage of Sales Competitive Parity Objective and Task .
14-5 Promotion Mix Advertising ± reaches many buyers. economical. expressive ± impersonal Personal Selling ± personal interaction. interactive . relationship building ± costly Sales Promotion ± generates immediate response ± short-lived Public Relations ± more believable. underused by firms Direct Marketing ± customized.
14-6 Promotion Mix Push Strategy ± directing communications to channel members Pull Strategy ± directing communications to end users Factors ± type of product/market ± buyer readiness stage ± product life-cycle stage .
14-7 Emerging Communications Environment Shift from mass marketing to segmented marketing Shift from mass media to focused media .
14-8 Integrated Marketing Communications Coordinate and integrate communications channels ± ± ± ± ± ± advertising personal selling sales promotion direct marketing public relations packaging .