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Giáo trình: Marketing Management_ Chapter 9

Tài liệu giáo trình môn Marketing management_ Chapter " Communications and Advertising Strategy ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing. | MARKETING MANAGEMENT RUSSELL S. WINER Communications and Advertising Strategy Chapter 9 Key Learning Points Basic model of communication and how technology is changing that model. Elements of an IMC program. Setting advertising goals and selecting target audiences. Developing message strategies. Key elements of media planning. How advertising budgets are set. Alternative approaches to evaluating advertising spending. Forward-looking organizations are stressing a concept called integrated marketing communications IMC in which the marketing manager does not think of all the elements of the marketing mix as communicating separate messages these messages are coordinated to reinforce what each is saying and to prevent customer confusion from conflicting messages. - Russell S. Winer 9 .