Разделы презентаций
- Разное
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Геометрия
- Детские презентации
- Информатика
- История
- Литература
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
Slide 15-2 INTEGRATED MARKETING COMMUNI- CATIONS C HAPTER Lecture 11_
Содержание
- 1. Slide 15-2 INTEGRATED MARKETING COMMUNI- CATIONS C HAPTER Lecture 11_
- 2. Slide 15-5LEVTURE QUESTIONS:Explain the communication process and
- 3. Slide 15-6LECTURE QUESTIONS:Differentiate between the advantages of
- 4. THE COMMUNICATION PROCESSSlide 15-8CommunicationSourceMessageChannel of CommunicationReceiversPromotional Mix
- 5. Slide 15-71Communication is the process of conveying
- 6. Slide 15-9 The communication process
- 7. Slide 15-72The source may be a company or person who has information to share.Source
- 8. Slide 15-73The message is the information sent.Message
- 9. Slide 15-74A channel of communication conveys the
- 10. Slide 15-75Receivers are consumers who read, hear, or see the message.Receivers
- 11. THE COMMUNICATION PROCESSSlide 15-10 EncodingEncoding and Decoding Decoding Field of Experience
- 12. Slide 15-76Encoding is the process of having
- 13. Slide 15-77Decoding is the process of having
- 14. Slide 15-78A field of experience is a
- 15. THE COMMUNICATION PROCESSSlide 15-12 Feedback LoopFeedback Response Feedback PretestingNoise
- 16. Slide 15-79A response is the impact the message had on the receiver’s knowledge, attitudes, or behaviors.Response
- 17. Slide 15-80Feedback is the sender’s interpretation of
- 18. Slide 15-81Noise includes extraneous factors that can
- 19. Slide 15-13 1. What are the six
- 20. Slide 15-14 2. A difficulty for U.S.
- 21. Slide 15-15 3. A misprint in a newspaper ad is an example of _____.noiseConcept Check
- 22. Slide 15-88A firm’s promotional mix is the
- 23. Slide 15-86Sales promotion is a short-term offer
- 24. THE PROMOTIONAL ELEMENTSSlide 15-16 Paid AspectMass Selling Nonpersonal ComponentCustomized InteractionAdvertising Wasted CoveragePersonal Selling
- 25. Slide 15-82Advertising is any paid form of
- 26. Slide 15-83Personal selling is the two-way flow
- 27. Slide 15-17 The promotional mix
- 28. THE PROMOTIONAL ELEMENTSSlide 15-18Public Relations PublicitySales PromotionDirect Marketing
- 29. Slide 15-84Public relations is a form of
- 30. Slide 15-85Publicity is a nonpersonal, indirectly paid presentation of an organization, good, or service.Publicity
- 31. Slide 15-87Direct marketing uses direct communication with
- 32. Slide 15-20 1. Explain the difference between
- 33. Slide 15-21 2. Which promotional element should
- 34. Slide 15-22 3. Cost per contact is
- 35. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIXSlide 15-23Promotional MixThe Target Audience
- 36. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIXSlide 15-26
- 37. Slide 15-27Puppy Chow What stage in its product life cycle? What promotional tools should be used?
- 38. Slide 15-28 Promotional tools used over the product life cycle of Purina Dog Chow
- 39. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIXSlide 15-29 Push Strategy Pull StrategyChannel StrategiesIntegrated Marketing Communications (IMC)
- 40. Slide 15-30 A comparison of push and pull promotional strategies
- 41. Slide 15-31WelChol Ad What promotional channel strategy should be used?
- 42. Slide 15-32 1. Which promotional mix elements
- 43. Slide 15-33 2. Explain the differences between
- 44. Slide 15-34 3. Integrated marketing communications programs provide a ________ message across all audiences.consistentConcept Check
- 45. DEVELOPING THE PROMOTION PROGRAMSlide 15-35Identifying the Target
- 46. Slide 15-36 The promotion decision process
- 47. DEVELOPING THE PROMOTION PROGRAMSlide 15-37Setting the Promotion
- 48. DEVELOPING THE PROMOTION PROGRAMSlide 15-38Selecting the Right Promotional ToolsDesigning the PromotionScheduling the Promotion
- 49. Slide 15-41 1. What are the stages
- 50. Slide 15-42 2. What are four approaches
- 51. Slide 15-43 3. How have advertising agencies
- 52. DIRECT MARKETINGSlide 15-44The Growth of Direct Marketing
- 53. Slide 15-47AOL How can direct mail be used to generate leads?
- 54. Slide 15-49 1. The ability to design
- 55. Slide 15-50 2. What are three types
- 56. Скачать презентанцию
Slide 15-5LEVTURE QUESTIONS:Explain the communication process and its elements.Understand the promotional mix and the uniqueness of each component.Select the promotional approach appropriate to a product’s life-cycle stage.
Слайды и текст этой презентации
Слайд 1Slide 15-2
INTEGRATED MARKETING COMMUNI-
CATIONS
CHAPTER
Lecture 11_ Integrated marketing communications
Associate professor of
Plekhanov REA marketing department
Слайд 2Slide 15-5
LEVTURE QUESTIONS:
Explain the communication process and its elements.
Understand the
promotional mix and the uniqueness of each component.
Select the promotional
approach appropriate to a product’s life-cycle stage.
Слайд 3Slide 15-6
LECTURE QUESTIONS:
Differentiate between the advantages of push and pull
strategies.
Explain the value of an integrated marketing communications approach.
Understand the
value of direct marketing for consumers and sellers.
Слайд 4THE COMMUNICATION PROCESS
Slide 15-8
Communication
Source
Message
Channel of Communication
Receivers
Promotional Mix
Слайд 5Slide 15-71
Communication is the process of conveying a message to
others and requires six elements: a source, a message, a
channel of communication, a receiver, and the processes of encoding and decoding.Communication
Слайд 9Slide 15-74
A channel of communication conveys the message by means
of a salesperson, advertising media, or public relations tools.
Channel of
Communication
Слайд 11THE COMMUNICATION PROCESS
Slide 15-10
Encoding
Encoding and Decoding
Decoding
Field of
Experience
Слайд 12Slide 15-76
Encoding is the process of having
the sender transform an
idea into
a set of symbols.
Encoding
Слайд 13Slide 15-77
Decoding is the process of having
the receiver take a
set of symbols,
the message, and transform them
back to an idea.
Decoding
Слайд 14Slide 15-78
A field of experience is a mutually shared understanding
and knowledge by the sender and receiver, which is necessary
for the message to be communicated effectively.Field of Experience
Слайд 15THE COMMUNICATION PROCESS
Slide 15-12
Feedback Loop
Feedback
Response
Feedback
Pretesting
Noise
Слайд 16Slide 15-79
A response is the impact the message had on
the receiver’s knowledge, attitudes, or behaviors.
Response
Слайд 17Slide 15-80
Feedback is the sender’s interpretation of the response and
indicates whether the message was decoded and understood as intended.
Feedback
Слайд 18Slide 15-81
Noise includes extraneous factors that can work against effective
communication by distorting a message or the feedback received.
Noise
Слайд 19Slide 15-13
1. What are the six elements required for
communication to occur?
A: A source, a message, a channel of
communication, a receiver, and the processes of encoding and decoding.Concept Check
Слайд 20Slide 15-14
2. A difficulty for U.S. companies advertising in
international markets is that the audience does not share the
same _______________.field of experience
Concept Check
Слайд 22Slide 15-88
A firm’s promotional mix is the combination of one
or more of
the promotional elements it
chooses to use.
Promotional Mix
Слайд 23Slide 15-86
Sales promotion is a short-term offer of value designed
to arouse interest in buying a good or service.
Sales Promotion
Слайд 24THE PROMOTIONAL ELEMENTS
Slide 15-16
Paid Aspect
Mass Selling
Nonpersonal Component
Customized Interaction
Advertising
Wasted Coverage
Personal Selling
Слайд 25Slide 15-82
Advertising is any paid form of nonpersonal communication about
an organization, good, service, or idea by an identified sponsor.
Advertising
Слайд 26Slide 15-83
Personal selling is the two-way flow of communication between
a buyer and seller, designed to influence a person’s or
group’s purchase decision.Personal Selling
Слайд 28THE PROMOTIONAL ELEMENTS
Slide 15-18
Public Relations
Publicity
Sales Promotion
Direct Marketing
Слайд 29Slide 15-84
Public relations is a form of communication management that
seeks to influence the feelings, opinions, or beliefs held by
customers, prospective customers, stockholders, suppliers, employees, and others about a company and its products or services.Public Relations
Слайд 30Slide 15-85
Publicity is a nonpersonal, indirectly paid presentation of an
organization, good, or service.
Publicity
Слайд 31Slide 15-87
Direct marketing uses direct communication with consumers to generate
a response in the form of an order, a request
for further information, or a visit to a retail outlet.Direct Marketing
Слайд 32Slide 15-20
1. Explain the difference between advertising and publicity
when both appear on TV.
A: Since advertising space on TV
is paid for, a firm can control what it wants to say and to whom the message is sent. Since publicity is an indirectly paid presentation of a message about a firm or its goods or services, there is little control over what is said to whom or when.Concept Check
Слайд 33Slide 15-21
2. Which promotional element should be offered only
on a short-term basis?
A: Sales promotion.
Concept Check
Слайд 34Slide 15-22
3. Cost per contact is high with the
_____________ element of the promotional mix.
personal selling
Concept Check
Слайд 35INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX
Slide 15-23
Promotional Mix
The Target Audience
Слайд 36INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX
Slide 15-26
Introduction Stage
Growth
Stage
The Product Life Cycle
Maturity Stage
Decline Stage
Слайд 37Slide 15-27
Puppy Chow
What stage in its product life cycle? What
promotional tools should be used?
Слайд 39INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX
Slide 15-29
Push Strategy
Pull
Strategy
Channel Strategies
Integrated Marketing Communications (IMC)
Слайд 42Slide 15-32
1. Which promotional mix elements are used during
the introduction stage of the product life cycle?
A: All promotional
mix elements are used during this stage.Concept Check
Слайд 43Slide 15-33
2. Explain the differences between a push strategy
and a pull strategy.
A: In a push strategy, a firm
directs the promotional mix to channel members to gain their cooperation to carry the product. In a pull strategy, a firm directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product, who then orders it from wholesalers.Concept Check
Слайд 44Slide 15-34
3. Integrated marketing communications programs provide a ________
message across all audiences.
consistent
Concept Check
Слайд 45DEVELOPING THE
PROMOTION PROGRAM
Slide 15-35
Identifying the Target Audience
Target Audience
Awareness
Specifying
Promotion Objectives
Hierarchy of Effects
Interest
Trial
Adoption
Evaluation
Слайд 47DEVELOPING THE
PROMOTION PROGRAM
Slide 15-37
Setting the Promotion Budget
Percentage of Sales
All You Can Afford
Competitive Parity
Objective and Task
Слайд 48DEVELOPING THE
PROMOTION PROGRAM
Slide 15-38
Selecting the Right Promotional Tools
Designing the Promotion
Scheduling
the Promotion
Слайд 49Slide 15-41
1. What are the stages of the hierarchy
of effects?
A: They are awareness, interest, evaluation, trial, and adoption.
Concept
Check
Слайд 50Slide 15-42
2. What are four approaches to setting the
promotion budget?
A: They are percentage of sales, competitive parity, all
you can afford, and objective and task.Concept Check
Слайд 51Slide 15-43
3. How have advertising agencies changed to help
companies develop IMC programs?
A: Although many advertising agencies still have
separate departments dedicated to advertising, promotion, direct marketing, etc., the trend is clearly toward a long-term perspective in which all forms of promotion are integrated.Concept Check
Слайд 52DIRECT MARKETING
Slide 15-44
The Growth of Direct Marketing
Direct Orders
The Value
of Direct Marketing
Lead Generation
Traffic Generation
Technological, Global, and
Ethical Issues
in Direct Marketing
Слайд 54Slide 15-49
1. The ability to design and use direct
marketing programs has increased with the availability of _________ and
________ .computers
Concept Check
databases
Слайд 55Slide 15-50
2. What are three types of responses generated
by direct marketing activities?
A: They are direct orders, lead generation,
and traffic generation.Concept Check
