introduction to advertising and promotion an integrated marketing communications perspective

... strategic marketing plan B integrated marketing communications plan A Strategic marketing plan B Integrated marketing communications plan C Situation analysis D Opportunity analysis E Competitive plan ... brands A Strategic marketing plan B Integrated marketing communications plan Topic: Marketing Strategy and Analysis 4. (p 43) _ are defined as external areas where there are favorable demand ... plan Trang 24 _ are defined as external areas where there are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete 5 To reach

Ngày tải lên: 08/09/2017, 09:09

... 02-01 To understand the marketing process and the role of advertising and promotion in an organization's integrated marketing program Topic: Marketing Strategy and Analysis 2 A market can rarely ... Objective: 02-01 To understand the marketing process and the role of advertising and promotion in an organization's integrated marketing program Topic: Marketing Strategy and Analysis 4 Marketers ... Easy Learning Objective: 02-01 To understand the marketing process and the role of advertising and promotion in an organization's Trang 405 In a typical target marketing process, the stage of

Ngày tải lên: 08/09/2017, 09:09

... Describe the role of advertising and promotion in an organization's integrated marketing program. Topic: Elements of a Marketing Strategy Trang 3824 According to the marketing and promotions process ... a company in order to expand and develop the company's product portfolio B It includes making use of more than one marketing channel to reach a huge number of customers and to cover a large geographical ... role of advertising and promotion in an organization's integrated marketing program. Topic: Elements of a Marketing Strategy 25 The Manischewitz company broadened its marketing efforts to capture

Ngày tải lên: 05/10/2019, 08:15

... within a company in order to expand and develop the company's product portfolio B It includes making use of more than one marketing channel to reach a huge number of customers and to cover a large ... role of advertising and promotion in an organization's integrated marketing program Topic: Elements of a Marketing Strategy 25 The Manischewitz company broadened its marketing efforts to capture ... wholesalers and retailers and motivates them to purchase products for resale to their customers An alternative strategy is a promotional pull strategy, which spends money on advertising and sales promotion

Ngày tải lên: 05/10/2019, 08:15

... incentive to buy An extra  incentive to buy incentive to buy An extra  speed up sales speed up sales A tool to  A tool to  An extra  incentive to buy speed up sales speed up sales A tool to  A tool to  Targeted to  ... Nonfranchise­Building Promotions Consumer franchise-building (CFB) promotions • Communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity • Build ... decision process and generate an immediate increase in sales • Do not contribute to the building of brand identity and image • Merely borrow customers from other brands 5 Trang 6Products are of 

Ngày tải lên: 16/01/2020, 04:07

... Figure 9.2 ­ Levels of Relationships  With Brands 7 Trang 8Reminder advertising • Builds brand awareness and/or helps keep the brand name in front of consumers Teaser advertising • Builds curiosity, interest, and/or excitement ... Creative  Strategy:  Implementation  and Evaluation Trang 2 Advertising appeal: Approach used to attract  consumers’ attention and/or to influence their  feelings toward the product, service, or cause ... Identifying  mark Subhead Trang 12Advertising Video • Visual elements that attract viewers’ attention and communicate an idea, message, and/or image Audio • Includes voices, music, and sound effects

Ngày tải lên: 16/01/2020, 04:09

... Global Marketing and Advertising  Global marketing: Using a common marketing  plan for all countries  Global advertising: Way to implement global  marketing strategy by using the same basic  advertising approach in all markets ... Employment rate • Income levels International Marketing And Promotional Decisions Trang 5Cultural Environment • Lifestyles International Marketing And Promotional Decisions Trang 6Environment Political/legal Environment ... Company has only one or a few international agencies  handling all of its advertising  Company can use standardized advertising 11 Trang 12Advertising Budgets Media Campaigns Creative Research

Ngày tải lên: 16/01/2020, 04:09

... Figure 10.21 ­ Graph of Effective Reach Trang 16Frequency Levels Marketing factors • Brand history • Brand share • Brand loyalty • Purchase cycles • Usage cycle • Competitive share of voice • Target group Message Factors • Message ... media Setting media objectives Marketing strategy plan Marketing strategy plan Situation analysis Situation analysis strategy plan Creative Creative strategy plan Trang 4 Insufficient information ... Cost per thousand (CPM) Cost per ratings point (CPRP) Daily inch rate Trang 18Media Advantages Disadvantages Television • Mass coverage and high reach • Impact of sight, sound, and motion • High

Ngày tải lên: 16/01/2020, 04:13

... on peripheral cues  than on message  content Central route –  ability and  motivation to process  a message is high and  close attention is paid  to message content Central route –  ability and  motivation to process  ... Personal  Channels Personal  Channels Communications Channels Nonpersonal  Channels Nonpersonal  Channels Personal  Selling Word of  Mouth/Mouse Print  Media Broadcast  Media Trang 5 Viral marketing: Propagating marketing­relevant  ... Peripheral route –  ability and  motivation to process  a message is low;   receiver focuses more  on peripheral cues  than on message  content Peripheral route –  ability and  motivation to process  a message is low;  

Ngày tải lên: 16/01/2020, 04:15

... Trang 1An Introduction  to Integrated Marketing  Communication s Trang 2 Way to communicate with each otherTrang 3 Product, price, place, and promotion  To develop an effective marketing mix, marketers  ... develop and sustain brand identity and equity Recognizes the need for companies to connect with consumers based on trust, transparency, and authenticity Trang 8Promotional Mix Trang 9Advertising ClassificationsTrang ... Describes overall marketing strategy and programs  for an organization and includes: Trang 22Analysis Trang 23Marketing objectives • Determine what is to be accomplished by the overall marketing program in

Ngày tải lên: 16/01/2020, 04:15

... awareness and attention • Aid name and simple copy registration • Aid retention • Aid persuasion to switch brands • Create a positive mood that enhances persuasion Disadvantages • Harm recall and ... • They can attract  and hold attention • They are often the  best remembered • They put the  consumer in a  positive mood Trang 15Levels and Message Acceptance Trang 16Disadvantages Advantages ... Trang 1Chapter 6 Source,  Message,  and Channel  Factors Trang 2Figure 6.1 ­ The Persuasion MatrixTrang 3Receiver/ comprehension Can the receiver comprehend the ad? Channel/ presentation

Ngày tải lên: 16/01/2020, 04:16

... Trang 1Chapter 21 Evaluating the  Social, Ethical, and Economic  Aspects of  Advertising and  Promotion Trang 2• Provides information to consumers • Encourages higher standard of living ... arguments • More propaganda than information • Creates consumer needs and faults • Promotes materialism, insecurity, and greed Critics’ arguments Trang 3 Ethics: Moral principles and values that govern the  ... 9Children  Information should be communicated in an  accurate manner and in a language understandable  to children  Advertisements should portray positive and  beneficial social behavior  Minority groups should be incorporated in 

Ngày tải lên: 16/01/2020, 04:19

... McGraw-Hill Education Advantages of Television Excellent creativity and impact High coverage and more cost-effectiveness High captivity and attention Selectivity and flexibility 2 Trang 3Costs Lack of ... Advantages Disadvantages Trang 5Advantages • Offers flexibility to national advertisers • Growth in syndication Disadvantages • Difficult to acquire • Greater variations in the pricing policies and discount ... back a previously recorded program • Zapping: Changing channels to avoid commercials Limited viewer attention Distrust and negative evaluation Trang 4Copyright © 2015 McGraw-Hill Education All

Ngày tải lên: 16/01/2020, 04:26

... Executes a program of action to earn public  understanding and acceptance Trang 3Traditional role • Maintain mutually beneficial relationships between the organization and its publics • Act as a management communications ... Trang 1Public  Relations,  Publicity, and  Corporate  Advertising Trang 2 Evaluates public attitudes  Identifies the policies and procedures of an  organization with the public interest ... Educators • Civic and business organizations • Governments • Financial groups Trang 10Program Trang 11Advantages  Credibility  Avoidance of clutter  Lead generation  Ability to reach specific 

Ngày tải lên: 16/01/2020, 04:27

... Provide information about a company, its  philanthropic activities, and annual reports   Internet based direct­marketing tools  E­mails and infomercials  E­commerce  Used in direct marketing Trang 16 Has significant impact on companies’ IMC  ... Allows users to create and manage theme-based image collections LinkedIn • Used by marketers to connect to customers with specific interests that may be related to their brand Trang 12Podcasting ... 10Figure 15.3 ­ Types of New MediaTrang 11Instagram • Online photo-sharing and social networking site • Allows users to post and edit pictures and share them on a variety of social networks Pinterest • Pinboard-style photo-sharing

Ngày tải lên: 16/01/2020, 04:35

... response To build an image To maintain customer satisfaction To inform and/or educate customers in an attempt to lead to future actions Trang 6 One­step approach: Medium is used directly to  obtain an order ... Personal selling and sales promotions  Support media  Companies decide:  Program objectives   Which markets to target and the strategies to use  How to evaluate the program’s effectiveness Trang 5To seek ... society and the market Technological advances Changing values and lifestyles More sophisticated marketing techniques The industry’s improved image Trang 4Program  Combines:  Advertising and public relations

Ngày tải lên: 16/01/2020, 04:36

... Value of Objectives  Communications groups  Planning and decision making of the integrated marketing communications plan  Measurement and evaluation of results or failure 2 Trang 3Copyright © 2015 ... difficult to determine precise relationship between advertising and sales Do not offer much guidance for planning and developing promotional program Trang 6Copyright © 2015 McGraw-Hill Education All ... marketing program • Defined in terms of specific and measurable outcomes • Must be quantifiable, realistic, and attainable Integrated marketing communications objectives • Statements of what

Ngày tải lên: 16/01/2020, 04:36

... ads and inserts • Government and financial reports • Notices and public notices of changes in business and personal relationships • Preprinted inserts: Printed by advertiser and taken to the ... small towns or suburbs • Focus on news, sports, and events relevant to the local area • Appeal primarily to local advertisers Trang 9National newspapers • Have national circulation and editorial ... Trang 1Chapter 12 Evaluation of  Print Media:  Magazines  and  Newspapers Trang 2at the reader’s own pace advertising media Trang 3Consumer Business publications Trang 4Selectivity

Ngày tải lên: 16/01/2020, 04:37

... Video advertising networks  Digital billboards  Ambient advertising Trang 5 Outdoor advertising incorporating use of airplanes  pulling banners, skywriting, and blimps  Not expensive and reaches specific target markets ... advertisements and are mobile  Costs depend on the area and the mobile board  company’s fees Trang 6 In­store ads  Aisle displays  Store leaflets  Shopping cart signage   In­store TV Trang 7 Placed above the seats and luggage area inside  ... Placed above the seats and luggage area inside  public transport vehicles  Appear on the sides, backs, and/or roofs of buses,  taxis, trains, and subway and trolley cars Trang 8Wide coverage of

Ngày tải lên: 16/01/2020, 04:38

... (self-development and realization) Trang 5 Influenced modern psychology and explanations of  motivation and personality  Applied to the study of consumer behavior  Deep motives can only be determined by probing  ... Process by which consumer attitudes are created,  reinforced, and changed  Decision rules or integration strategies used to  compare brands and make purchase decisions Trang 12 Learned predispositions to respond to an object  Theoretically summarize a consumer’s evaluation  ... Theoretically summarize a consumer’s evaluation  of an object   Represent positive or negative feelings and  behavioral tendencies Trang 13 Changing the strength or belief rating of a brand on  an important attribute  Changing consumers’ perceptions of the 

Ngày tải lên: 16/01/2020, 04:40