Principles of Marketing 16-1 Session 16 Integrated Marketing Communications&Advertising Text:Chapters 14,16 制计价蜀易大孝 国际商学院市场营销学系
Principles of Marketing Integrated Marketing Integrated Marketing Communications & Advertising Communications & Advertising 16 － 1 16 － 1 Session 16 Text: Chapters 14, 16
Outline 16-2 I.The Communication Process II.Integrated Marketing Communications III.Advertising 国际商学院市场营销学系
Outline I. The Communication Process I. The Communication Process II. Integrated Marketing II. Integrated Marketing Communications Communications III. Advertising III. Advertising 16－2 16－2
16-3 I.The Communication Process 制计价蜀易大孝 国际商学院市场营销学系
I. The Communication Process I. The Communication Process I. The Communication Process 16 － 3 16 － 3
I-1 The Communication Process 16-4 Sender Feedback Encoding 1 Message Media Response Decoding Receiver 制卧经价蜀易大学 国际商学院市场营销学系
Media Media Sender Sender Encoding Encoding Message Message Decoding Decoding Receiver Receiver Response Response Feedback Feedback 16－4 16－4 I-1 The Communication Process
1-2 Paradigm Shift in Marketing 16-5 Communications Information Age Mass Mass A Target Marketing Customization Market of One Asynchronous Database Synchronous Advertising Marketing or Interactive Trade Promotion Marketing Sales Promotion 制卧价蜀易大学 国际商学院市场营销学系
Mass Marketing Asynchronous Advertising Trade Promotion Sales Promotion Information Age Information Age Mass Customization Database Marketing A Target Market of One Synchronous or Interactive Marketing 16－5 16－5 I-2 Paradigm Shift in Marketing Communications