3. In this chapter we focus on three major
questions :
How does communication work
What are the major steps in developing an
integrated marketing communication
program?
Who should be responsible for marketing
communication programing ?
4. Advertising
Sales promotion
Public Relation and Publicity
Personal Selling
Direct and Interactive Marketing
5. Advertising Sales public Personal Direct
Promotion Relations Selling Marketing
Print and Contests Press kits Sales Catalogs
Broadcast Games presentation
add Sweepstakes
Lotteries
Packaging – Premiums Speeches Sales Mailings
outer and gifts Meeting
Packaging Sampling Seminars Incentive Telemarketin
inserts Programs g
Motion Fairs and Annual Samples Electronic
pictures trade shows reports shopping
6. Message RECEVI
SENDER Encoding Decoding
Media ER
Noise
Feedback Response
7. Target audience may not receive the intended massage for any of
three reasons
Selective attention
Selective distortion
Selective Retention
8. Identify Target Audience
Determine Objectives
Design message
Select Channels
Establish Budget
Decide on Media Mix
Measure Results
Manage integrated marketing
communication
9. Stages AIDA Model Hierarchy of Innovation Communication
Effects Adoption Model
Model Model
Cognitive Attention Awareness Awareness Exposure
Stage
Reception
Knowledge
Cognitive
Response
Affective Interest Liking Interest Attitude
Response
Preference
Desire Conviction Evaluation Attention
Behavior Trial
Stage
Action Purchase Behavior
Adoption
10. Advertising: Pervasive , has amplified expressiveness and is
impersonal
Sales Promotion: Based on communication , incentives &
invitation
Public Relation and publicity: High Credibility , ability to
catch off guard determination
Events & Experiences: Relevant , Implicit , Implicit
Direct Marketing: Customized , up to date
Interactive Marketing : Interactive
Word of mouth marketing : Credible , Personal and timely
Sales Force: Forceful