Core Concepts of Marketing
HOWWECOMMUNICATE 191 onthepartofcompetitorsmeansthata companythatdidnotexhibita strongMCprogram wouldappeardullandunconvincingto ...
192 CHAPTER 8 COMMUNICATINGTOMASSMARKETS PERSONX (GROUP) INTERFERENCE FIGURE8.1 Amodelofhumancommunication PERSONY (GROUP) Frien ...
HOWWECOMMUNICATE 193 MARKETING CAPSULE • :t.TheprimaryroleofIMCis tosystematicallyevaluatethe communicationneedsandwantsofthebuy ...
194 CHAPTER 8 COMMUNICATI~IGTOMASSMARKETS Targetaudiences Targetaudiences Customers Resellers Companies Past Present Future Com ...
DESIGNINGANIMeSTRATEGY 195 ---1 Determineobjectives I t -1 Determinepromotional I opportunities t --1 I Selectaudiences I I Mark ...
196 CHAPTER 8 COMMUNICATINGTOMASSMARKETS Commitment FIGURE8 .4 Goalsofintegratedmarketingcommunication themessage.Whetherit is t ...
DESIGNINGANIMeSTRATEGY 197 TABLE8.1 SummaryofTechniques:SettingtheIMCBudget Technique ArbitraryAllocation Affordability Ratio-to ...
198 CHAPTER 8 COMMUNICATINGTOMASSMARKETS a dealtothetradeora dealtocustomers. Thissubstitutabilitycallsfortreatingthevarious IMC ...
UNDERSTANDINGADVERTISING 199 at thepointofsale. Personnelresponsibleforthephysicaldistributionactivitiesmustensure thatadequates ...
200 CHAPTER 8 COMMUNICATINGTOMASSMARKETS Formulatingtheadvertisingprogram 2.Implementingtheprogram Controllingtheprogram 4.Pres ...
UNDERSTANDINGADVERTISING 201 TABLE8.2 PrimaryAdvertisingAppeals Product/servicefeatures Product/competitiveadvantage Product/ser ...
202 CHAPTER 8 COMMUNICATINGTOMASSMARKETS EvaluatingMedia AsnotedinTable8.3,therearedefiniteinherentstrengthsandweaknessesassocia ...
TABLE8.3 An AppraisalofMassMedia UNDERSTANDINGADVERTISING 203 Type TELEVISION RADIO NEWSPAPERS MAGAZINES OUTDOORI TRANSIT DIRECT ...
204 CHAPTER 8 COMMUNICATINGTOMASSMARKETS forFortWashington,PA-basedCDNowprovidesconsumerswitha sampleofdynamically updatedconten ...
SALESPROMOTIONANDPUBLICRELATIONS 205 SlaVatDQS n. 10 AFREF CD-ROM liME! PaYWiIIIlheAmerICanExPress-card. Cards 10lSECOID lAME FR ...
2 0 6 CHAPTER 8 COMMUNICATINGTO MASSMARKETS OVER $600 IN TOTAL SAVINGS 77 REBATES 11C6fp.d!ir.! 14 124 INSTANT COUPONS AD8.2 Exa ...
SALESPROMOTIONANDPUBLICRELATIONS 207 TypesofSalesPromotion Therearea greatmanytechniquesthatareconsideredsalespromotion.Onewayof ...
208 CHAPTER 8 COMMUNICATINGTOMASSMARKETS ~~ AVrOAlOnVl" 811AVry OANDY&OVM bI.,.ltrAJHMEHT FcO<Xl&IIEV FOftYOURIODS H£ ...
SALESPROMOTIONANDPUBLICRELATIONS 209 TABLE8.4 TypesofSalesPromotionTechniques Audience/Technique CONSUMER PriceDiscounts Coupono ...
210 CHAPTER 8 COMMUNICATINGTOMASSMARKETS It'sthesecondlargeststateinAmerica.. Andeveryresidentisstrugglingto getout It'sbiggerth ...
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