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Published byJody Dixon Modified over 9 years ago
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Integrated Marketing Communications Chapter 18
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Integrated Marketing Communications Sales Promotions Sales Promotions International Public Relations International Public Relations International Advertising International Advertising
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Advertising Strategy and Goals Increased Competition Increased Competition Product Attribute and Benefit Segmentation Product Attribute and Benefit Segmentation Regional Segmentation Regional Segmentation
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Source Message Receiver EncodingDecoding Feedback Noise
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The Communication Process Source Source Encoding Encoding Decoding Decoding Receiver Receiver Feedback Feedback Noise Noise
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Message Legal Constraints Legal Constraints –Comparative advertising –Products –Taxes Linguistic Limitations Linguistic Limitations –Translations and literacy rates Cultural Diversity Cultural Diversity –Frame of reference –Subcultures
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Message Media Limitations Media Limitations Production Costs and Limitations Production Costs and Limitations
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Media Planning and Analysis Tactical Considerations Tactical Considerations –Availability –Cost –Coverage –Lack of market data Specific Media Information Specific Media Information –Newspapers –Magazines –Radio/TV –Satellite and Cable TV –Direct mail –Internet –Other
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Campaign Execution, Advertising Agencies, & Control Campaign Execution Campaign Execution Advertising Agencies Advertising Agencies –Local domestic agency –Multinational agency with local branches International Control of Advertising International Control of Advertising –Deception –Decency –Product Placement –Self-regulation
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