Marketing Communications

L I S T O F A C R O N Y M S ABC Audit Bureau of Circulations ACC Association of Communication Companies AIM Affect Infusion Mode ...

LIST OF ACRONYMS xxi JEP Jury of Ethical Practices LNG liquefied natural gas MAO motivation, ability and opportunity MC marketin ...

A01_PELS3221_05_SE_FM.indd xxiiA01_PELS3221_05_SE_FM.indd xxii 6/10/13 9:07 AM6/10/13 9:07 AM ...

CHAPTER 1 Integrated communications CHAPTER OBJECTIVES This chapter will help you to: z Situate marketing communications in the ...

2 CHAPTER 1 INTEGRATED COMMUNICATIONS Introduction Th e integration of the various instruments of the marketing mix is one of th ...

MARKETING AND THE INSTRUMENTS OF THE MARKETING MIX 3 Th e product tool consists of three layers. Th e core product is the unique ...

4 CHAPTER 1 INTEGRATED COMMUNICATIONS staff will be more successful if their activities are supported by public relations activi ...

THE COMMUNICATIONS MIX 5 marketing uses the possibilities of text, video and sound transfer to mobile phones. Interactive digita ...

6 CHAPTER 1 INTEGRATED COMMUNICATIONS Integration of marketing communications Integrated marketing communications have been defi ...

INTEGRATION OF MARKETING COMMUNICATIONS 7 homogeneous. Th e major benefi t of IMC is that a consistent set of messages is convey ...

8 CHAPTER 1 INTEGRATED COMMUNICATIONS selling in most companies are traditionally managed by separate divisions that seldom comm ...

INTEGRATION OF MARKETING COMMUNICATIONS 9 In Table 1.3 , some major diff erences between ‘classic’ communications and integrated ...

10 CHAPTER 1 INTEGRATED COMMUNICATIONS are much more personalised, customer-oriented, relationship-based and interactive. Th ey ...

STANDARDISATION OR ADAPTATION 11 another’. In order to succeed in international communications, marketing communications manager ...

12 CHAPTER 1 INTEGRATED COMMUNICATIONS diff erent consumption behaviour. Even in cases where consumers’ needs are homogeneous, t ...

STANDARDISATION OR ADAPTATION 13 Probably the best way to approach international markets is not to adhere to one of the extreme ...

14 CHAPTER 1 INTEGRATED COMMUNICATIONS presenters, experts or celebrities are employed, or that reference is made to local histo ...

STANDARDISATION OR ADAPTATION 15 Some product categories seem to lend themselves better to a global approach than others ( Figur ...

16 CHAPTER 1 INTEGRATED COMMUNICATIONS Integration of corporate communications Corporate communications can be defi ned as the t ...

INTEGRATION OF CORPORATE COMMUNICATIONS 17 To establish joint strategic starting points of the organisation that will have to b ...