Содержание
- 2. Copyright © Houghton Mifflin Company. All rights reserved. Chapter Learning Objectives To describe the nature of
- 3. Copyright © Houghton Mifflin Company. All rights reserved. Chapter Learning Objectives (cont’d) To describe factors that
- 4. Copyright © Houghton Mifflin Company. All rights reserved. Chapter Outline The Nature of Integrated Marketing Communications
- 5. Copyright © Houghton Mifflin Company. All rights reserved. The Nature of Integrated Marketing Communications Integrated Marketing
- 6. Copyright © Houghton Mifflin Company. All rights reserved. The Nature of Integrated Marketing Communications (cont’d) Integrated
- 7. Copyright © Houghton Mifflin Company. All rights reserved. The Role of Promotion Promotion Communication to build
- 8. Copyright © Houghton Mifflin Company. All rights reserved. Information Flows Are Important in Integrated Marketing Communications
- 9. Copyright © Houghton Mifflin Company. All rights reserved. Promotion and the Communication Process: Key Terms Communication
- 10. Copyright © Houghton Mifflin Company. All rights reserved. Promotion and the Communication Process: Key Terms (cont’d)
- 11. Copyright © Houghton Mifflin Company. All rights reserved. The Communication Process FIGURE 17.2
- 12. Copyright © Houghton Mifflin Company. All rights reserved.
- 13. Copyright © Houghton Mifflin Company. All rights reserved. Objectives of Promotion Create Awareness Is crucial to
- 14. Copyright © Houghton Mifflin Company. All rights reserved. Objectives of Promotion (cont’d) Encourage Product Trial Distributing
- 15. Copyright © Houghton Mifflin Company. All rights reserved. Objectives of Promotion (cont’d) Combat Competitive Promotional Efforts
- 16. Copyright © Houghton Mifflin Company. All rights reserved. The Four Possible Elements of a Promotion Mix
- 17. Copyright © Houghton Mifflin Company. All rights reserved. The Promotion Mix Advertising A paid nonpersonal communication
- 18. Copyright © Houghton Mifflin Company. All rights reserved. The Promotion Mix (cont’d) Personal Selling A paid
- 19. Copyright © Houghton Mifflin Company. All rights reserved. The Promotion Mix (cont’d) Public Relations A broad
- 20. Copyright © Houghton Mifflin Company. All rights reserved. The Promotion Mix (cont’d) Sales Promotion An activity
- 21. Copyright © Houghton Mifflin Company. All rights reserved.
- 22. Copyright © Houghton Mifflin Company. All rights reserved. Selecting Promotion Mix Elements Word-of-mouth communication has a
- 23. Copyright © Houghton Mifflin Company. All rights reserved. Selecting Promotion Mix Elements (cont’d) Promotion Resources, Objectives,
- 24. Copyright © Houghton Mifflin Company. All rights reserved. Selecting Promotion Mix Elements (cont’d) Characteristics of the
- 25. Copyright © Houghton Mifflin Company. All rights reserved. Push and Pull Channel Policies Push Policy Promoting
- 26. Copyright © Houghton Mifflin Company. All rights reserved. Comparison of Push and Pull Promotional Strategies FIGURE
- 27. Copyright © Houghton Mifflin Company. All rights reserved. Criticisms and Defenses of Promotion Is Promotion Deceptive?
- 28. Copyright © Houghton Mifflin Company. All rights reserved. After reviewing this chapter you should: Be aware
- 29. Copyright © Houghton Mifflin Company. All rights reserved. After reviewing this chapter you should (cont’d): Know
- 30. Chapter 17 Supplemental Slides Copyright © Houghton Mifflin Company. All rights reserved.* 17–
- 31. Copyright © Houghton Mifflin Company. All rights reserved. Key Terms and Concepts The following slides (a
- 32. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Integrated Marketing Communications Coordination of promotion
- 33. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Receiver An individual, group, or organization
- 34. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Noise Anything which reduces a communication’s
- 35. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Advertising A paid nonpersonal communication about
- 36. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Publicity A nonpersonal communication in a
- 37. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Viral Marketing A strategy to get
- 38. Copyright © Houghton Mifflin Company. All rights reserved. Transparency Figure 17D U.S. Ad Expenditures by Type
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