1. Marketing Communication Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 12

2. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

3. NOISE Source Communications Model Medium Receiver feedback Message ENCODE DECODE Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

4. Source Q-scores

5. Promotion Mix ADVERTISING PUBLIC RELATIONS PERSONAL SELLING DIRECT MARKETING SALES PROMOTION Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

6. Advertising Nonpersonal communication from an identified sponsor using mass media

7. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Sales Promotion Contests, coupons, and other incentives

8. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Public Relations Communication activities that create or maintain a positive image of a firm and its products

9. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Personal Selling Direct interaction between a company representative and a customer

10. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Direct Marketing Efforts to gain a direct response from individual consumers

11. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Marketing Buzz

12. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Buzz appeals Word-of-mouth Guerilla Marketing Experiential Marketing Consumer-generated media

13. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall IMC characteristics Begins with the customer Single unified voice Develops relationships with consumers

14. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Two way communication Focus on stakeholders Continuous communications stream Focus on changing behavior IMC characteristics

15. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall IMC and databases

16. IMC PLANNING Identify target audience Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Set communications objectivesSet and allocate budgetDesign promotion mixEvaluate program effectiveness

17. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Identify target audience 1

18. communication Objectives Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall AWARENESS KNOWLEDGE DESIRE PURCHASELOYALTY Hierarchy of effects 2

19. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Budgeting TOP DOWN% OF SALES COMPETITIVE PARITYBOTTOM UP OBJECTIVE-TASK 3

20. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Push strategy

21. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Pull strategy

22. Design the Promotion Mix Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4

23. ATTENTION

24. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall INTEREST

25. Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall DESIRE

26. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall ACTION

27. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Gain attention

28. Evaluate Effectiveness Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 5

29. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall