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Module 5 integrated marketing communication strategy

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JeVaughn Ferguson
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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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