INTEGRATED MARKETING CHANNEL

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INTEGRATED MARKETING CHANNEL by Mind Map: INTEGRATED MARKETING CHANNEL

1. 1) Definition

1.1. Is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise

2. 2) The Communication Process

2.1. 1) Sender - The source in the communication system; seeks to convey message

2.2. 2) Message - A communication of information, advice, or a request to a receiver

2.3. 3) AIDA concept (attention-interest-desire-action) -- The steps consumers take in reaching a purchase decision

2.4. 4) Encoded -- Translated into understandeable terms and transmitted through a communications channel

2.5. 5) Decoding -- The receiver's interpretation of the message

2.6. 6) Feedback -- The receiver's response

2.7. 7) Noise -- As ineffective promotional appeals, inappropriate advertising media or poor radio

2.8. 8) Channel -- Deleivering the message

3. 3) Objectives of Promotion

3.1. 1) Provide information

3.1.1. To inform the market about the availability of a particular good/service

3.2. 2) Increase a demand

3.2.1. i) Primary Demand

3.2.1.1. Focus on all brand

3.2.2. ii) Selective Demand

3.2.2.1. focus on selective brand

3.3. 3) Differentiate the product

3.4. 4) Accentuate the product's value

3.5. 5) Stabilize sales

4. 4) Elements of The Promotional Mix

4.1. 1) Personal Selling

4.2. 2) Nonpersonal selling

4.2.1. i) Advertising

4.2.1.1. - Any paid, nonpersonal communication through various media about a business firm, not for profit organization, product or idea by a sponsor identified in a message that is intended to inform or persuade members of a particular audience

4.2.2. ii) Product Placement

4.2.2.1. - Is a form of nonpersonal selling in which the marketer pays a motion picture or television program owner a fee to display his or her product prominently in the film or show

4.2.2.1.1. Example: Heineken in Skyfall (2012)

4.2.3. iii) Sales Promotion

4.2.4. iv) Direct Marketing

4.2.5. v) Public Relations & Publicity

4.2.6. vi) Guerilla Marketing

5. 5) Sponsorships

5.1. 1) Sponsorship Spending

5.2. 2) Growth of Sponsorships

5.3. 3) How Sppnsorship differs from Advertising

5.4. 4) Assesing Sponsorship Results

6. 6) Direct Marketing

6.1. 1) Direct Marketing Communication Channels

6.2. 2) Direct Mail

6.3. 3) Catalogs

6.4. 4) Telemarketing

6.5. 5) Direct Marketing via Broadcast Channels

6.6. 6) Electronic Direct Marketing Channels

6.7. 7) Other Direct Marketing Channels

7. 9) Budgeting For Promotional Strategy

7.1. 1) Percentage of Sales Method

7.2. 2) Fixed-Sum-Per-Unit Method

7.3. 3) Meeting Competition Method

7.4. 4) Task Objective Method

8. 10) Measuring The Effectiveness of Promotion

8.1. 1) Measuring Online Promotions

9. 11) The Values of Marketing Communications

9.1. 1) Social Importance

9.2. 2) Business Importance

9.3. 3) Economic Importance

10. 7) Developing An Optimal Promotional Mix

10.1. 1) Nature Of The Market

10.2. 2) Nature Of The Product

10.3. 3) Stage In The Product LifeCycle

10.4. 4) Price

10.5. 5) Funds Available For Promotion

11. 8) Pulling and Pushing Promotional Strategies

11.1. 1) Pulling Strategy

11.2. 2) Pushing Strategy