2. Contents Summary 5 Communication Objectives 1 Rerative advertising versus promotion strengths 2 Market characteristics that influence IMC effectiveness 3 Advantages of using advertising and promotion together 4
3. Contents Rerative advertising versus promotion strengths 2 Market characteristics that influence IMC effectiveness 3 Advantages of using advertising and promotion together 4 Communication Objectives 1
6. Contents Summary 5 Communication Objectives 1 Market characteristics that influence IMC effectiveness 3 Advantages of using advertising and promotion together 4 Rerative advertising versus promotion strengths 2
7. Relative advertising versus promotion strengths VS การเปรียบเทียบจุดแข็งระหว่างการโฆษณากับการส่งเสริมการขาย Advertising Promotion
9. Contents Summary 5 Communication Objectives 1 Rerative advertising versus promotion strengths 2 Market characteristics that influence IMC effectiveness 3 Advantages of using advertising and promotion together 4
10. Market characteristics that infruence IMC effectiveness Product differentiation 1 Maket position 2 Poor performance 3 Competitive activity 4
15. Market characteristic impact upon advertising Advertising VS promotion emphasis in IMC Analyze situation carefully Increase in spending- -and respond accordingly By competition Promotion Slow sale Promotion to trade Distribution problems Competitive activity Advertising High brand share Poor brand performance Advertising Strong private lable Advertising Frequently purchased product Market position Advertising Product diferentiation IMC planning emphasis Market characteristic
16. Contents Summary 5 Communication Objectives 1 Rerative advertising versus promotion strengths 2 Market characteristics that influence IMC effectiveness 3 Advantages of using advertising and promotion together 4
19. ผลของการจัด โฆษณาประชาสัมพันธ์อย่างต่อเนื่อง Sale Advertising Customers Return Average Sale Growth With both Atvertising and Promotion Advertising Promotion Advertising Advertising Promotion Advertising Advertising Promotion Average Sale Growth With both Atvertising only
20. Contents Communication Objectives 1 Rerative advertising versus promotion strengths 2 Market characteristics that influence IMC effectiveness 3 Advantages of using advertising and promotion together 4 Summary 5
21.
22.
23. Thank You ! POWER BY MASTER OF ART (COMMUNICATION TECHNOLOGY)