Получилось очень коротко, но так и надо, это just a gist.

Integrated marketing communications

• strategic business process to
  plan, develop, execute, and evaluate
  coordinated, measurable and persuasive
  brand communication programs
• with internal and external audience

Goal

short-term financial return

long-term brand and shareholder value

Marketing planning process

• Mkt strategy analysis

Opportunity analysis
Competitive analysis

• Target mkt process

Identifying markets
Market segmentation
Selecting a target market
Positioning through mkt strategies

• Mkt planning program development

Product decisions
Pricing decisions
Channel of distribution decisions

Promotional decisions (ASPIDP)

Advertising

Sales promotion

Personal selling

Interactive/Internet mkt

Direct mkt

Publicity/PR

• Target market

Promotion to reseller

Promotion to ultimate consumer

Consumers

Businesses

Growing importance of IMC

Strategically INTEGRATES various communication functions

AVOIDS DUPLICATION and takes advantage of synergy among promotional tools

Develops MORE EFFICIENT AND EFFECTIVE mkt communication programs

Changing environment:

evolution to micromarketing
consumers' unresponsiveness to traditional advertising
changing rules of mkt

Positioning strategies (APUPPCC)

Attributes and benefits

Price and quality

Use and applucation

Product class

Product users

Competitors

Cultural symbols

Advertising risks of using celebrities

• Overshadow the product
• Overexposed, reducing credibility
• Target audience not receptive
• Celebrity's behavior pose a risk

Source attractiveness

Similarity (resemblance)

Familiarity (knowledge of source)

Likeability (physical appearance, behavior or personal traits)

Message structure

• One-sided (mention only positive attributes)

when audience:

already likes the topic

less educated

• Two-sided (mention both, good and bad)

when audience:

hold opposite opinion

highly educated

Channel factors

1. Personal VS. Non personal (recommendations from friends, family, etc. have more influence than media)

2. Differences in info processing (can control pace when read a magazine, cannot control pace on the radio/TV)

3. Effects of context and environment

Qualitative
- medium's effect
- image of media
- nature of the program in which advertising is placed

4. Clutter (amount of advertising in medium)

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Even though a huge portion of earth's population drinks wine, a lot of us haven't any clue what’s actually inside the jar in front a person. But the simple fact is that there are over ten thousand unique grape varieties which may be made to wine, and heaps of countries producing wines of every shape and size.

… and color.

Wines, you notice, don't just come in white and reddish. In addition they arrive in sorted colors of pink and also orange and brownish (but we're getting way ahead of ourselves).

The simple fact is that the area of wine is unknown and misunderstood by the typical wine consumer.

What exactly is an aspiring wine lover to accomplish when faced with mountains of drinking options from your wine shop?

Here is a suggestion from Dawine: don't stay on your rut. Not that there is anything wrong with either of those grape varieties. However, in the event you'd like to find a happy medium between the ignorant wine consumers, and also the Know-it-all wine snob, then here's what you need to do:

Know some basic rules

It's commonly known that white wines go with fish and white meat, and that red wines choose red meat. But that is merely the start of narrative. Wines that are created to move along with food have a significant selection of capabilities. In fact, it is possible to come across excellent pairings that totally go against the conventional wisdom and old school rules. So rather than pairing predicated on color, try contemplating dominant tastes in the weight and texture of a certain dish… and then find wines that work well in combination with those traits.

What does that mean? Well how about pairing an earthy, soulful salmon and mushroom dish with and earthy, soulful Pinot Noir? Blasphemy? Not in the modern wine world.

Know it is ok to not know

Too a lot of us feel as we will need to posture concerning our wine wisdom and wine encounter. You notice that sommelier heading toward the dining table and you also start grasping for wine words that you see in a magazine or attempt to impersonate a spectacle you saw in a picture.

Look, not many people are anticipated to be conscious of wine. And the sommelier isn't there to quiz you on your knowledge. They have been there to assist you in making great decisions that fit your taste and budget. So do yourself a favor and small up and get several questions for those who will need to.

Love the experience

Wine does not have to be approached academically by most people. So don't be concerned about studying up, and focus on appreciating the wine experience.

Observe those characteristics you prefer and what that you do not like… and utilize that new knowledge to maximize your potential pleasure by researching more and new wines that fit your preferences.