文档介绍：principles of MARKETING Chapter 13 Integrated munication Strategy
principles of MARKETING
Chapter 13
Integrated munication Strategy
Presented by Zhou Yanfeng Business School, Zhongshan University
Chapter Objectives
Name and define five promotional mix tools
Discuss integrated munications
Outline steps in developing effective munications
Explain promotional budget setting and factors affecting design of the promotional mix
Presented by Zhou Yanfeng Business School, Zhongshan University
munications Mix
Advertising
Personal Selling
Sales Promotion
Public Relations
Direct Marketing
Communication Idea
Presented by Zhou Yanfeng Business School, Zhongshan University
munications Mix:
Advertising
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Presented by Zhou Yanfeng Business School, Zhongshan University
munications Mix
Personal Selling
Personal presentation by a firm’s sales force for the purpose of making sales and building customer relationships
Sales Promotion
Short-term incentives to encourage the purchase or sale of a product or service
Presented by Zhou Yanfeng Business School, Zhongshan University
munications Mix:
Public Relations
Building good relations with pany’s various publics by obtaining favourable publicity, building a good “corporate image”, and handling or heading off rumours, stories, or events
Presented by Zhou Yanfeng Business School, Zhongshan University
munications Mix:
Direct Marketing
munications with carefully targeted individuals to obtain an immediate response
Presented by Zhou Yanfeng Business School, Zhongshan University
munications Mix
Most impact when coordinated with entire marketing mix
How does the process work?
How to set a budget?
Legal and ethical responsibilities?
Presented by Zhou Yanfeng Business School, Zhongshan University
Integrated munications
munication environment
Shift away from mass marketing
Improvements in informati