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Module 5 integrated marketing communication strategy

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JeVaughn Ferguson
JeVaughn Ferguson

The document discusses integrated marketing communications and the promotion mix. It outlines the major promotion tools of advertising, sales promotion, public relations, personal selling, and direct marketing. It also covers developing an effective communication process, setting a promotion budget, and shaping the promotion mix. The goal is to integrate all communication channels to deliver a clear, consistent message about the brand to customers.

BusinessTechnologie
1 von 55
Communicating Customer Value: Integrated Marketing Communications Strategy Principles of Marketing 14
Learning Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],14-2
Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-3
The Promotion Mix ,[object Object],14--4
The Promotion Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-5
The Promotion Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-6
The Promotion Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-7
The Promotion Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-8
The Promotion Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],14-9
The Promotion Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],14-10
Integrated Marketing Communications ,[object Object],[object Object],[object Object],14-11 The New Marketing Landscape
Integrated Marketing Communications ,[object Object],[object Object],[object Object],14-12
Integrated Marketing Communications ,[object Object],[object Object],14-13
Integrated Marketing Communications ,[object Object],[object Object],14-14
A View of the Communications Process ,[object Object],[object Object],14-15
A View of the Communications Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-16
A View of the Communications Process ,[object Object],[object Object],[object Object],[object Object],14-17
A View of the Communications Process ,[object Object],[object Object],[object Object],[object Object],14-18
A View of the Communications Process ,[object Object],[object Object],[object Object],[object Object],14-19
A View of the Communications Process ,[object Object],[object Object],[object Object],14-20
A View of the Communications Process ,[object Object],[object Object],14-21
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-22
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-23
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-24
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-25
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],14-26
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],14-27
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],14-28
Steps in Developing Effective Communication ,[object Object],[object Object],14-29 Choosing Media
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-30
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-31
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-32
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],14-33
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],14-34
Steps in Developing Effective Communication ,[object Object],[object Object],14-35
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],14-36
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-37
Steps in Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-38
Steps in Developing Effective Communication ,[object Object],[object Object],14-39
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],14-40
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],14-41
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],[object Object],14-42
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],[object Object],14-43
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],14-44
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],14-45
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-46
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],[object Object],14-47
Setting the Total Promotion Budget and Mix ,[object Object],14-48 Shaping the Overall Promotion Mix The Nature of Each Promotion Tool
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],14-49
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],[object Object],14-50
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],14-51
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],14-52
Setting the Total Promotion Budget and Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-53
Socially Responsible Marketing Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],14-54
PowerPoint created by: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Module 5 integrated marketing communication strategy

  • 1. Communicating Customer Value: Integrated Marketing Communications Strategy Principles of Marketing 14
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