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Semelhante a Jan kennethobartop 10 questions
Semelhante a Jan kennethobartop 10 questions (20)
Jan kennethobartop 10 questions
- 1. TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 15, 2011 http://jankenneth-obar.blogspot.com
- 3. 8 Elements of the Communication Process http://jankenneth-obar.blogspot.com
- 4. Feedback: The part of receiver’s response that the receiver communicates back to the sender http://jankenneth-obar.blogspot.com
- 7. Marketing Communication Mix http://jankenneth-obar.blogspot.com
- 8. Direct Marketing –Characteristics: Nonpublic, Immediate, Customized; well suited for highly targeted marketing efforts. Examples: -Telemarketing -Direct Mail -Online http://jankenneth-obar.blogspot.com
- 11. Consumer Response Model: Buyers passes through 3 stages in order. http://jankenneth-obar.blogspot.com
- 12. Aims to lead consumers to make the final step. Examples: -Discounts -Premiums -Samples http://jankenneth-obar.blogspot.com
- 15. 8 Steps in Developing effective Communication http://jankenneth-obar.blogspot.com
- 16. Start with a clear target audience in mind. Examples: Potential Buyers, Current Users, Deciders, Influencersc http://jankenneth-obar.blogspot.com
- 19. Determine Communication Objectives: http://jankenneth-obar.blogspot.com
- 20. Establishing a product or service category as necessary: Examples: -Electric Cars -Electric Cigarette Note: Less focused on the brand but to the entire category. http://jankenneth-obar.blogspot.com
- 23. Concept 6: Design the Communications: Desired response will require solving three problems. Message Strategy Creative Strategy Message Source http://jankenneth-obar.blogspot.com
- 24. What to say? How to say? Who to say? Message Strategy “What to say?” Creative Strategy “How to say?” Message Source “Who to say?” http://jankenneth-obar.blogspot.com
- 27. Multinational companies wrestle with challenges in developing global communications program. http://jankenneth-obar.blogspot.com
- 28. Many products are restricted or forbidden in certain parts of the world. Product Alcoholic beverages cannot be advertised or sold in Muslim countries. Tobacco Products restrictions Market Segment In some countries (Norway and sweden) no ads can be directed at children under 12. Style Comparative ads are common in Us and Brazil and India.l http://jankenneth-obar.blogspot.com
- 31. Concept 8: Select Communication Channels: Situation in Pharmaceutical Industry 94,000 Sales Reps Only 40% of sales calls lead to seeing the Doctor A Med Sales Rep only get 2 minutes of Doctors Time http://jankenneth-obar.blogspot.com
- 32. Pharmaceutical companies turned to other Communication Channels such as: 1) Ads in medical Journal 2) direct mail 3) free samples 4) telemarketing 5) Sponsored conferences - http://jankenneth-obar.blogspot.com
- 35. Sales Promotion: -Lead target audience to make the final step (purchase). http://jankenneth-obar.blogspot.com
- 36. Sales Promotion: Tools used to draw a stronger and quicker buyer response. -Coupons -Contests -Premiums http://jankenneth-obar.blogspot.com
- 39. Concept 10: Multiple – Stage Communication Campaign New Campaign about a new product Paid AD with A response mechanism Direct Mail Outbound Telemarketing Face to Face Sales call Ongoing Communication http://jankenneth-obar.blogspot.com
- 41. TOP 10 Learning Questions for Ch 17: Designing and Managing Integrated Marketing Communication Jan Kenneth Obar April 15, 2011 http://jankenneth-obar.blogspot.com