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
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
evolution to micromarketing
consumers' unresponsiveness to traditional advertising
changing rules of mkt
Positioning strategies (APUPPCC)
Advertising risks of using celebrities
- Overshadow the product
- Overexposed, reducing credibility
- Target audience not receptive
- Celebrity's behavior pose a risk
Source attractiveness
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)