Chapter 17 provides knowledge of integrated marketing communications and direct marketing. This chapter discuss integrated marketing communication and the communication process; describe the promotional mix and the uniqueness of each component; select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 Discuss integrated marketing communication and the communication process. Describe the promotional mix and the uniqueness of each component. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: LO4 Describe the elements of the promotion decision process. Explain the value of direct marketing for consumers and sellers. LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies. LO3 GET ENGAGED IN THE TWITTERVERSE! Age of Engagement THE COMMUNICATION PROCESS LO1 Promotional Mix Integrated Marketing Communications (IMC) Inform Prospective Buyers Persuade Them To Try Remind Them of the Benefits FIGURE 17-1 The communication process consists of six key elements THE . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 Discuss integrated marketing communication and the communication process. Describe the promotional mix and the uniqueness of each component. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: LO4 Describe the elements of the promotion decision process. Explain the value of direct marketing for consumers and sellers. LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: Select the promotional approach appropriate to a product’s target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies. LO3 GET ENGAGED IN THE TWITTERVERSE! Age of Engagement THE COMMUNICATION PROCESS LO1 Promotional Mix Integrated Marketing Communications (IMC) Inform Prospective Buyers Persuade Them To Try Remind Them of the Benefits FIGURE 17-1 The communication process consists of six key elements THE COMMUNICATION PROCESS LO1 Communication Source Channel of Communication Message Receivers Encoding Decoding Field of Experience Feedback Loop Feedback Response Noise THE COMMUNICATION PROCESS LO1 The North Face Ad Who is the source? What is the message? How would you decode this ad? LO1 FIGURE 17-2 The five elements of the promotional mix THE PROMOTIONAL ELEMENTS ADVERTISING LO2 Mass Selling Customized Interaction Advertising Paid Aspect Nonpersonal vs. Advantages Disadvantages THE PROMOTIONAL ELEMENTS PERSONAL SELLING LO2 Personal Selling Wasted Coverage Advantages Disadvantages THE PROMOTIONAL ELEMENTS PUBLIC RELATIONS LO2 Public Relations Publicity Advantages Disadvantages THE PROMOTIONAL ELEMENTS SALES PROMOTION AND DIRECT MARKETING LO2 Sales Promotion Direct Marketing Advantages Disadvantages Advantages Disadvantages IMC—DEVELOPING THE PROMOTIONAL MIX THE TARGET AUDIENCE Determine the Balance of the Elements Coordinate the Promotional Effort LO2 Assess Target Audience Characteristics .
