Principles of Marketing 13-1 Session 13 Integrated Marketing Communications Advertising, Public Relations,Sales Promotion Text:Chapters 14,15 對计至（竹组多大 15 University of Intemational Business and Economic
国际商学院 市场营销学系 13－1 Principles of Marketing Integrated Marketing Communications & Advertising, Public Relations, Sales Promotion Session 13 Text: Chapters 14, 15
Outline 13-2 I.The Communication Process II.Integrated Marketing Communications III.Advertising IV.Public Relations V.Sales Promotion 封计至（竹组多大差 1 University of Intemational Business and Economics
国际商学院 市场营销学系 13－2 Outline I. The Communication Process II. Integrated Marketing Communications III. Advertising IV. Public Relations V. Sales Promotion
13-3 I.The Communication Process 對计至（的贫多大差 University of Intemational Business and Economic
国际商学院 市场营销学系 13－3 I. The Communication Process
I-1 The Communication Process 13-4 Sender Feedback Encoding Message Media Response Decoding Receiver :對至（竹宜多大差 University of Intemational Business and Economic
国际商学院 市场营销学系 13－4 Media Sender Encoding Message Decoding Receiver Response Feedback I-1 The Communication Process
1-2 Paradigm Shift in Marketing Communications 13-5 Information Age Mass Mass A Target Marketing Customization Market of One Asynchronous Database Synchronous Advertising Marketing or Interactive Trade Promotion Marketing Sales Promotion 计至（竹宜多大差 1 University of Intemational Business and Economic
国际商学院 市场营销学系 13－5 Mass Marketing Asynchronous Advertising Trade Promotion Sales Promotion Information Age Mass Customization Database Marketing A Target Market of One Synchronous or Interactive Marketing I-2 Paradigm Shift in Marketing Communications