1. Developing Effective Marketing Communication
1.1. a view of the communication process
1.2. steps in developing effective marketing cummunication
1.2.1. identifying the target audience
1.2.2. determining the communication objectuves
1.2.3. designing a message
1.2.3.1. message content
1.2.3.2. message structure
1.2.3.3. message format
1.2.4. choosing communication channel and media
1.2.4.1. personal communivation channels
1.2.4.2. nonpersonal communication channel
1.2.5. selecting the message source
2. Setting The Total Promotion Budget And Mix
2.1. setting the total promotion budget
2.1.1. competitive parity method
2.1.2. affordable method
2.1.3. percentage of sales method
2.1.4. objective and task method
2.2. shaping the overall promotion mix
2.2.1. the nature of each promotion tool
2.2.1.1. direct and digital marketing
2.2.1.2. sales promotion
2.2.1.3. advertising
2.2.1.4. personal selling
2.2.1.5. public relations
2.2.2. promotion mix strategies
3. Promotion Mix
3.1. Advertising
3.1.1. What ?
3.1.1.1. any paid form of nonpersonal presentation and promotion of ideas , goods , or services by an identified sponsor
3.1.2. How ?
3.1.2.1. broadcast , print , online , mobile , outdoor , and other forms
3.2. Personal Selling
3.2.1. What ?
3.2.1.1. personal customer interactions by the firm sales force for the puroise of enaging cus tomers , making sales , and building customer reationship
3.2.2. How ?
3.2.2.1. sales presentations , trade shows , and incentive proframs
3.3. Sales Promotion
3.3.1. What ?
3.3.1.1. short -time incentives to encourage the purchase or sale of a product of service
3.3.2. How ?
3.3.2.1. discounts , coupons , displays , demonstrations , and events
3.4. Direct And Digital Marketing
3.4.1. What ?
3.4.1.1. engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
3.4.2. How ?
3.4.2.1. direct mail , email , catalogs , online and social media , mobile marketing and more
3.5. Public Relations
3.5.1. What ?
3.5.1.1. building good relations with the company variois publics
3.5.1.2. by obtaining favorable publicity , building up a good corporate image , and handling or
3.5.1.3. heading off unfavorable rumors , stories , and events
3.5.2. How ?
3.5.2.1. press releases , sponsorships , events and webpages
4. Integrated Marketing Communications
4.1. The New Marketing Communications Model
4.1.1. several major factors are changing the face of today marketing communications
4.1.1.1. consumers are changing
4.1.1.1.1. better informed
4.1.1.1.2. more communications empowered
4.1.1.1.3. can use the internet , social media , and other technologies to find own
4.1.1.1.4. connect easily with other consumers to exchange brand related information or even create their own brand messages and experiences
4.1.1.2. marketing strategies are changing
4.1.1.3. sweeping advances in digital technology are causing remarkable changes in the ways companies and customers communicate with each other