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Bus169 Kotler Chapter 12

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Alwyn Lau
Business
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Advertising and Public Relations
Chapter Objectives ,[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object]
Cont’d ,[object Object],[object Object]
Marketing Promotion ,[object Object]
Integrated Marketing Communication (IMC) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Communication System
Developing IMC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Elements in the Communication Process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object]
Elements in the Communication Process
Steps in Developing IMC
Decisions in developing IMC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Identifying the Audience ,[object Object],[object Object],[object Object]
2. Determining Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3. Designing the Message ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Designing Message - Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Message - Structure/ Format ,[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],[object Object],4. Selecting Media
5. Selecting Message Source ,[object Object],[object Object],[object Object]
6. Collecting Feedback ,[object Object],[object Object],[object Object]
Setting the IMC Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Setting the IMC Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Considerations in Developing IMC ,[object Object],[object Object],[object Object],[object Object],[object Object]
Type of Product/ Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Push/ Pull Strategies ,[object Object],[object Object]
Buyer Readiness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Which stage in the PLC ,[object Object],[object Object],[object Object]
Main Decisions in Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Main Decisions Fig 12.7
Setting Advertising Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Possible objectives Fig 12.8
Setting Advertising Budget ,[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Advertising Strategy ,[object Object],[object Object],[object Object]
Message Execution ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object]
Selecting Advertising Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Profiles of Main Media Types
Advertising Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring Sales Effect ,[object Object],[object Object],[object Object],[object Object]
International Advertising Decisions ,[object Object],[object Object],[object Object],[object Object]
Public Relations Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Major Public Relations Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Socially Responsible Marketing Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cont’d ,[object Object],[object Object],[object Object],[object Object]

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