2. The Principles of IMc L All Marketing is Communication All marketing activity is a form of communication product design/formulation brand name/ packaging design promotion pricing/distribution trade press/transport even the telephone receptionist.6
6 2.The Principles of IMC All Marketing is Communication: • All marketing activity is a form of communication - product design/formulation - brand name/ packaging design - promotion - pricing/distribution - trade press/transport - even the telephone receptionist……
2. The Principles of IMo L All Marketing is Communication All these offer meaning, offer to meet need The consumer responds not only individually, but to the whole thing
7 2.The Principles of IMC All Marketing is Communication: • All these offer meaning, offer to meet need • The consumer responds not only individually, but to the whole thing……
3. The Marketing Communications Mix Advertising Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term incentives to Encourage Trial or Purchase. Protect andlor promote Public relations Company,'s Imagelproducts Personal Selling Personal Presentations Direct Communications Direct Marketing With indiyiduals to obtain an Immediate Response
8 Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations. 3.The Marketing Communications Mix
4. Elements in the communication Process Message SENDER RECEIVER Encoding Decoding Media Noise Feedback Response
9 4.Elements in the Communication Process SENDER Encoding Decoding RECEIVER Media Message Feedback Response Noise
5. Effective Communications Step 1 Identify the Familiarity Scale Target Audience Favorability Scale
10 5.Effective Communications Identify the Target Audience Step 1 Familiarity Scale Favorability Scale