Principles of Marketing 13-1 Session 13 Integrated Marketing Communications Advertising, Public Relations,Sales Promotion Text:Chapters 14,15 對计至（竹组多大 15 University of Intemational Business and Economic
国际商学院 市场营销学系 13－1 Principles of Marketing Integrated Marketing Communications & Advertising, Public Relations, Sales Promotion Session 13 Text: Chapters 14, 15
Outline 13-2 I.The Communication Process II.Integrated Marketing Communications III.Advertising IV.Public Relations V.Sales Promotion 封计至（竹组多大差 1 University of Intemational Business and Economics
国际商学院 市场营销学系 13－2 Outline I. The Communication Process II. Integrated Marketing Communications III. Advertising IV. Public Relations V. Sales Promotion
13-3 I.The Communication Process 對计至（的贫多大差 University of Intemational Business and Economic
国际商学院 市场营销学系 13－3 I. The Communication Process
I-1 The Communication Process 13-4 Sender Feedback Encoding Message Media Response Decoding Receiver :對至（竹宜多大差 University of Intemational Business and Economic
国际商学院 市场营销学系 13－4 Media Sender Encoding Message Decoding Receiver Response Feedback I-1 The Communication Process
1-2 Paradigm Shift in Marketing Communications 13-5 Information Age Mass Mass A Target Marketing Customization Market of One Asynchronous Database Synchronous Advertising Marketing or Interactive Trade Promotion Marketing Sales Promotion 计至（竹宜多大差 1 University of Intemational Business and Economic
国际商学院 市场营销学系 13－5 Mass Marketing Asynchronous Advertising Trade Promotion Sales Promotion Information Age Mass Customization Database Marketing A Target Market of One Synchronous or Interactive Marketing I-2 Paradigm Shift in Marketing Communications
13-6 Il.Integrated Marketing Communications :對至（竹宜多大差 University of Intemational Business and Economic
国际商学院 市场营销学系 13－6 II. Integrated Marketing Communications
Il-1 Definition of IMC 13-7 a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example,general advertising, direct response,sales promotion relations-and combine these disciplines provide clarity,consistency,and maximum communications impact. -AAAA 计至（竹组多大差 University of Intemational Business and Economics
国际商学院 市场营销学系 13－7 …a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general advertising, direct response, sales promotion, and public relations—and combine these disciplines to provide clarity, consistency, and maximum communications’ impact. -- AAAA II-1 Definition of IMC
Il-2 Functions Focus of IMC 13-8 >IMC helps an organization focus on the best mix of promotional disciplines for their needs A way of planning using a holistic approach > Being used successfully in both the consumer and B-to-B markets Focus on the process 對至（的组多大差 University of Interational Business and Economic
国际商学院 市场营销学系 13－8 IMC helps an organization focus on the best mix of promotional disciplines for their needs A way of planning using a holistic approach Being used successfully in both the consumer and B-to-B markets Focus on the process of marketing, not the parts II-2 Functions & Focus of IMC
Il-3 How IMC Works 13-9 >Move from inside-out to outside-in Information driven (database) helps you identify the contact points Planning using a holistic approach Creates synergy among communication techniques 對计至（的贫多大差 University of Intemational Business and Economic
国际商学院 市场营销学系 13－9 Move from inside-out to outside-in Information driven (database) helps you identify the contact points Planning using a holistic approach Creates synergy among communication techniques II-3 How IMC Works
11-4 Promotion Mix Advertising 13-10 Reach many buyers,repeat the message,impersonal, expensive Personal Selling Personal interaction,relationship building,most expensive Sales Promotion Assortment of tools,rewards quick response,effect short- Lived Public Relations Believable,dramatize a company or Product Direct Marketing Nonpublic,immediate,customized,interactive 對至（竹置多大差 University of Intemational Business and Economics
国际商学院 市场营销学系 13－10 II-4 Promotion Mix Advertising Reach many buyers, repeat the message, impersonal, expensive Personal Selling Personal interaction, relationship building, most expensive Sales Promotion Assortment of tools, rewards quick response, effect shortLived Public Relations Believable, dramatize a company or Product Direct Marketing Nonpublic, immediate, customized, interactive