Chapter 9 Integrated Marketing Communication Strategy
Chapter 9 Integrated Marketing Communication Strategy
Integrated Marketing Communication 1. Marketing Communication Mix or Promotion Mix 2. Integrated Marketing Communications 3. Communications Process 4. Steps in Developing Effective Communication 5. Setting the Total Promotion Budget 6. Setting the Promotion Mix
一． Integrated Marketing Communication 1. Marketing Communication Mix or Promotion Mix 2. Integrated Marketing Communications 3. Communications Process 4. Steps in Developing Effective Communication 5. Setting the Total Promotion Budget 6. Setting the Promotion Mix
1.Marketing Communication Mix or Promotion Mix Aversng Product's Design 的咖g Stores that Sell the Product Direct Marketing Product's Price Product's Sales P omotion Package
1. Marketing Communication Mix or Promotion Mix Product’s Design Product’s Price Product’s Package Stores that Sell the Product
The Changing Communications Environment Marketers Have Shifted Away From Mass Marketing Less Broadcasting Two Factors are Changing the Face of Today's Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting
The Changing Communications Environment Two Factors are Changing the Face of Today’s Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting Marketers Have Shifted Away From Mass Marketing Less Broadcasting Market Fragmentation Led to Media Fragmentation
2.The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC),the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear,Consistent,and Compelling Message About the Organization and Its Product or Service
2. The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service