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Chap14 econ 161

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BMW introduced the MINI Cooper into the US market with a small budget and staff, facing competition from SUV sales. They broke from traditional auto advertising by mounting MINIs on SUVs in 22 cities as part of an integrated "Let's Motor" campaign using unconventional media. The campaign was a success, growing brand awareness from 2% to 53% of US consumers and exceeding sales projections by over 80%.

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Chapter 14 Integrated Marketing Communications Strategy
Learning Goals ,[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],Case Study BMW MINI USA 14 -
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Definition ,[object Object],[object Object]
Tools of the Mix Figure 14.1 14 -
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object],[object Object],[object Object]
This ad from Advertising Age Magazine attempts to pull advertisers to Television Marketing in Action 14 -
Integrated Marketing Communications ,[object Object],[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object]
Discussion Question ,[object Object],Marketing in Action 14 -
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
The Communication Process ,[object Object],[object Object],[object Object]
Elements in the Communication Process Figure 14.2 14 -
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object]
Buyer-Readiness Stages Figure 14.3 14 -
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing in Action 14 -
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],Marketing in Action 14 -
[object Object],[object Object],[object Object],[object Object],[object Object],Marketing in Action 14 -
Why can humor be a particularly effective appeal? Marketing in Action 14 -
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communication ,[object Object],[object Object],[object Object]
Discussion Question Effective spokespeople? ,[object Object],[object Object],Marketing in Action 14 -
Developing Effective Communication ,[object Object],[object Object],[object Object]
Advertising Recall ,[object Object],[object Object],Marketing in Action 14 -
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Setting the Promotional Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Setting the Promotional Budget ,[object Object],[object Object],[object Object],[object Object],[object Object]
Setting the Promotional Mix ,[object Object],[object Object]
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools Video Snippet DD advertising reaches a broad audience
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools
Setting the Promotional Mix Figure 14.4 14 -
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Socially Responsible Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Socially Responsible Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Learning Goals ,[object Object],[object Object],[object Object],[object Object]

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