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Designing & Managing Integrated Marketing Communications
CHAPTER 17
PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009
THE ROLE OF MARKETING COMMUNICATIONS
PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009
Marketing Communication Mix
MARCOMM Programs Brand Equity
Advertising
Brand awareness
Personal selling
Sales promotion
Brand relationship
Brand image
Direct marketing
Event Experiences
Brand responses
Public relation & publicity
PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009
Communication Process
SENDER ENCODING MEDIA DECODING RECEIVER
NOISE
FEEDBACK
RESPONSE
PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009
MICROMODEL OF CONSUMER RESPONSE
AIDA Hierarchy of Effects Awareness Cognitive stage Attention Knowledge Interest Affective stage Desire Liking Preference Interest Evaluation Awareness Reception
Cognitive response
Innovation Adoption
Communication Exposure
Attitude Intention
Conviction
Trial
Behavior stage Action Purchase Adoption Behavior
PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009
DEVELOPING EFFECTIVE COMMUNICATIONS
PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009
DEVELOPING EFFECTIVE COMMUNICATIONS
Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results Manage integrated marketing communication
PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009
DEVELOPING EFFECTIVE COMMUNICATIONS
Identify target...