Integrated Marketing Communications Advertising Personal selling Sales promotion Public relations Direct marketing
Integrated Marketing Communications Personal selling Public relations Direct marketing Sales promotion Advertising
3.A View of the Communications Process Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages: Preselling Selling Post- Consumption Consuming
Preselling Selling PostConsumption Consuming Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages: 3. A View of the Communications Process
Elements in the Communication Process Message Sender Encoding Decoding Receiver Media Noise Feedback Response Sender's field Receiver's field of experience of experience
Elements in the Communication Process
Key Factors in Good Communication Sellers Need to Sellers Must Develop Know What Audiences Feedback Channels to They Wish to Reach Assess Audience's and Response Response to Desired. Messages. Sellers Must be Good Sellers Must Send at Encoding Messages Messages Through That Target Audience Media that Reach Can Decode. Target Audiences
Sellers Need to Know What Audiences They Wish to Reach and Response Desired. Sellers Must be Good at Encoding Messages That Target Audience Can Decode. Key Factors in Good Communication Sellers Must Send Messages Through Media that Reach Target Audiences Sellers Must Develop Feedback Channels to Assess Audience’s Response to Messages
4. Steps in Developing Effective Communication Step 1.Identifying the Target Audience Step 2.Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase
Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Purchase Conviction Preference Liking Knowledge Awareness 4. Steps in Developing Effective Communication This ad for the Toyota Celica may be able to cover the first three stages of the buyerreadiness stages: awareness, knowledge, and liking. There is no mention of competitors, so it does not seem to establish preference