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Promotion 1 ,[object Object],[object Object],[object Object]
Promotion ,[object Object],[object Object]
Figure 15.4: Haagen-Dazs –Providing Information to Consumers
Haagen-Dazs Also Provides Information to Consumers via Its WWW Site Copyright © 2001 by Harcourt, Inc. All rights reserved.
Promotional tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Examples? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 17.1  The marketing communications system The marketing communications system
Integrated marketing communications ,[object Object],[object Object],[object Object]
The changing communications environment ,[object Object],[object Object],[object Object]
The need for integrated marketing communications Figure 17.2  Integrated marketing communications
Schramm Model of communication Figure 17.3  Elements in the communication process
Steps in developing effective communication ,[object Object],[object Object]
Steps in developing effective communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objectives…… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps in developing effective communication Ideally the message should get Attention , hold Interest , arouse Desire and obtain Action . The AIDA Model. ,[object Object]
Steps in developing effective communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps in developing effective communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps in developing effective communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps in developing effective communication ,[object Object],[object Object]
Methods used to set the promotional budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promotion mix strategies 1 ,[object Object],[object Object],[object Object]
Promotion mix strategies 2 ,[object Object],[object Object]
© PhotoDisc PULLING AND PUSHING PROMOTIONAL STRATEGIES ,[object Object],[object Object]
Figure 17.6  Push versus pull promotion strategy Push versus pull promotion strategy
Factors in designing promotion mix strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Factors in designing promotion mix strategies Figure 17.7  Relative importance of promotion tools in consumer versus industrial markets
 

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Promotions

  • 1.
  • 2.
  • 3. Figure 15.4: Haagen-Dazs –Providing Information to Consumers
  • 4. Haagen-Dazs Also Provides Information to Consumers via Its WWW Site Copyright © 2001 by Harcourt, Inc. All rights reserved.
  • 5.
  • 6.
  • 7. Figure 17.1  The marketing communications system The marketing communications system
  • 8.
  • 9.
  • 10. The need for integrated marketing communications Figure 17.2  Integrated marketing communications
  • 11. Schramm Model of communication Figure 17.3  Elements in the communication process
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. Figure 17.6  Push versus pull promotion strategy Push versus pull promotion strategy
  • 25.
  • 26. Factors in designing promotion mix strategies Figure 17.7  Relative importance of promotion tools in consumer versus industrial markets
  • 27.