introduction to advertising and promotion an integrated marketing communications

Quy trình ra quyết định của người tiêu dùng bắt đầu khi người tiêu dùng nhận ra vấn đề, có nghĩa là khi họ tìm thấy sự khác biệt giữa trạng thái lý tưởng và trạng thái thực tế. Điều này có thể bắt nguồn từ nhiều yếu tố, chẳng hạn như nhu cầu không được đáp ứng hoặc tiếp xúc với sản phẩm mới. Tiếp theo, người tiêu dùng thu hẹp các lựa chọn thay thế của mình bằng cách đánh giá từng lựa chọn theo các tiêu chí nhất định, dựa trên nhu cầu và động cơ của họ. Quá trình ra quyết định này chịu ảnh hưởng bởi các yếu tố nhận thức, học tập, văn hóa và tình huống, tất cả đều định hình nhận thức, hành vi và thái độ của người tiêu dùng.

Ngày tải lên: 16/01/2020, 04:40

... allows the seller to stop all promotional activities and redirect its funds to other areas of operation Brand equity allows a brand to earn greater sales volume and/ or higher margins than it could ... refers to what a product or brand means to consumers and what they experience in purchasing and using it AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 02-05 To know ... evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies A strategic marketing plan B integrated marketing communications plan C situation

Ngày tải lên: 08/09/2017, 09:09

... McGraw-Hill Education and interact with advertising and promotional strategy Topic: Developing the Marketing Planning Program 104 The meaning a consumer attributes to a product or brand and what he or ... broadcast, and outdoor advertising to promote a company's products One important role of advertising in respect to branding strategies is creating and maintaining brand equity, which can be thought ... differentiation, and/ or the strength of consumer attachment to a company name, brand name, or trademark Brand equity allows a brand to earn greater sales volume and/ or higher margins than it could

Ngày tải lên: 08/09/2017, 09:09

... within a company in order to expand and develop the company's product portfolio B It includes making use of more than one marketing channel to reach a huge number of customers and to cover a large ... broadcast, and outdoor advertising to promote a company's products One important role of advertising in respect to branding strategies is creating and maintaining brand equity, which can be thought ... attachment to a company name, brand name, or trademark Brand equity allows a brand to earn greater sales volume and/ or higher margins than it could without the name, providing the company with

Ngày tải lên: 05/10/2019, 08:15

... within a company in order to expand and develop the company's product portfolio B It includes making use of more than one marketing channel to reach a huge number of customers and to cover a large ... broadcast, and outdoor advertising to promote a company's products One important role of advertising in respect to branding strategies is creating and maintaining brand equity, which can be thought ... differentiation, and/ or the strength of consumer attachment to a company name, brand name, or trademark Brand equity allows a brand to earn greater sales volume and/ or higher margins than it could

Ngày tải lên: 05/10/2019, 08:15

... purchase decision attributes and contribute to the process and generate an immediate development and reinforcement of increase in sales brand identity • Build long-term brand preference • Help achieve ... dependent on promotional • Do not contribute to the building of brand identity and image • Merely borrow customers from other brands offers • Capable of converting consumers to loyal customers Copyright ... Reasons for the Increase in Sales  Promotion Growing power of retailers and declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of the consumer market Short-term focus and increased

Ngày tải lên: 16/01/2020, 04:07

... Reminder advertising • Builds brand awareness and/ or helps keep the brand name in front of consumers Teaser advertising • Builds curiosity, interest, and/ or excitement about a product or brand by ... Types of Informational/Rational  Appeals Competitive advantage appeal • Compares to another brand and claims superiority on one or more attributes Feature appeal • Focuses on the dominant traits of the product or service ... Basic Components of Television  Advertising Video • Visual elements that attract viewers’ attention and communicate an idea, message, and/ or image Audio • Includes voices, music, and sound effects • Voiceover:

Ngày tải lên: 16/01/2020, 04:09

... • Language Lifestyles Values Norms? ?and? ?customs Ethics? ?and? ?moral standards Taboos International Marketing And Promotional Decisions International Political/Legal  Environment International Marketing ...  Can be done when:  Market? ?and? ?media conditions are similar from one  country? ?to? ?another  Company has only one or a few international agencies  handling all of its? ?advertising  Company can use standardized? ?advertising ... Global? ?Marketing? ?and? ?Advertising  Global? ?marketing:  Using a common? ?marketing? ? plan for all countries  Global? ?advertising:  Way? ?to? ?implement global  marketing? ?strategy by using the same basic  advertising? ?approach in all markets

Ngày tải lên: 16/01/2020, 04:09

... Factors Important in Determining  Frequency Levels Marketing factors Message Factors Media Factors • Brand history • Message complexity • Clutter • Brand share • Message uniqueness • Editorial ... Activities Involved in Developing the  Media Plan Situation Situation analysis analysis Marketing Marketing strategy strategy plan plan Creative Creative strategy strategy plan plan Setting Setting media media ... relative to the United States as a whole • Gives media planners insight into the relative value of a market Brand development index (BDI) • Factors the rate of product usage by geographic area into

Ngày tải lên: 16/01/2020, 04:13

... or processing of information Routes? ?to? ?Attitude Change Central route –  Central route –  ability? ?and? ? ability? ?and? ? motivation? ?to? ?process  motivation? ?to? ?process  a message is high? ?and? ? a message is high? ?and? ? close attention is paid  ... close attention is paid  close attention is paid  to? ?message content to? ?message content Peripheral route –  Peripheral route –  ability? ?and? ? ability? ?and? ? motivation? ?to? ?process  motivation? ?to? ?process  a message is low;   ... Focuses on the differences in the ways consumers  process? ?and? ?respond? ?to? ?persuasive messages  Attitude formation or change process  Depends on the amount? ?and? ?nature of elaboration  that occurs in response? ?to? ?a persuasive message

Ngày tải lên: 16/01/2020, 04:15

... 20 Marketing? ?Plan  Describes overall? ?marketing? ?strategy? ?and? ?programs  for? ?an? ?organization? ?and? ?includes:  Detailed situation analysis  Specific? ?marketing? ?objectives with time­frame? ?and? ? mechanism for measuring performance ... McGraw-Hill Education Integrated? ?Marketing? ?Communications? ? (IMC): Role in Branding Helps develop and sustain brand identity and equity Recognizes the need for companies to connect with consumers ... IMC Planning Model Review of marketing plan Analysis of promotional program situation and the communication process Budget determination Develop integrated marketing communications programs Advertising

Ngày tải lên: 16/01/2020, 04:15

... Humor Appeals Advantages? ?and? ? Disadvantages Advantages Disadvantages • Aid with awareness and attention • Aid name and simple copy registration • Aid retention • Aid persuasion to switch brands • Create ... brands brands •• Often used for  Often used for  brands with small  brands with small  market share market share •• Frequently use in  Frequently use in  political  political  advertising advertising ... Person involved in communicating a? ?marketing? ? message  Direct source ­ Delivers a message? ?and/ or endorses  a product or service  Indirect source ­ Draws attention? ?to? ?and? ?enhances  the appearance of? ?an? ?ad Copyright

Ngày tải lên: 16/01/2020, 04:16

... Guidelines for? ?Advertising? ?Directed? ?to? ? Children  Information should be communicated in? ?an? ? accurate manner? ?and? ?in a language understandable  to? ?children  Advertisements should portray positive? ?and? ? ... McGraw-Hill Education Advertising? ?and? ?Promotion? ?Ethics  Ethics: Moral principles? ?and? ?values that govern the  actions? ?and? ?decisions of? ?an? ?individual or group  Marketing? ?or? ?promotion? ?action may be legal but not  ... Popular medium ­ TV? ?and? ?the Internet  Critics argue that children:  Lack the knowledge? ?and? ?skills? ?to? ?evaluate? ?advertising? ? claims  Cannot differentiate between programs? ?and? ?commercials  Marketers’ arguments 

Ngày tải lên: 16/01/2020, 04:19

... Spot? ?and? ?Local? ?Advertising Advantages • Offers flexibility to national advertisers • Growth in syndication Disadvantages • Difficult to acquire • Greater variations in the pricing policies and ... Considerations are the geographic markets  and? ?ability? ?to? ?acquire airtime Sponsor,  Participate, or Spot Method of buying affects cost, commitment,  and? ?identification Specific Daypart  and? ?Weeks Scheduling depends on reach? ?and? ? ... Education Advantages of Television Excellent creativity and impact High coverage and more costeffectiveness High captivity and attention Selectivity and flexibility Copyright © 2015 McGraw-Hill Education

Ngày tải lên: 16/01/2020, 04:26

... Evaluates public attitudes  Identifies the policies? ?and? ?procedures of? ?an? ? organization with the public interest  Executes a program of action? ?to? ?earn public  understanding? ?and? ?acceptance Copyright © 2014 McGraw-Hill ... relationships between the organization and its publics • Act as a management communications function New role • Work together with the marketing department • Contribute to the IMC process in a way ... Education 10 Advantages? ?and? ?Disadvantages of PR Advantages  Credibility  Cost  Avoidance of clutter  Lead generation  Ability? ?to? ?reach specific  groups  Image building Disadvantages  Potential for incomplete 

Ngày tải lên: 16/01/2020, 04:27

... Public Relations? ?and? ?Direct? ?Marketing? ? on the Internet  Websites  Provide information about a company, its  philanthropic activities,? ?and? ?annual reports   Internet based direct? ?marketing? ?tools  E­mails? ?and? ?infomercials ... photo-sharing and social networking site • Allows users to post and edit pictures and share them on a variety of social networks Pinterest • Pinboard-style photo-sharing website • Allows users to ... Podcasting, RSS,? ?and? ?Blogs Podcasting • Uses the Internet to distribute audio/video files Really Simple Syndication (RSS) • Specification that uses XML to organize and format web-based content in a standard

Ngày tải lên: 16/01/2020, 04:35

... Education Direct? ?Marketing? ?Objectives To seek a behavioral response To build an image To maintain customer satisfaction To inform and/ or educate customers in an attempt to lead to future actions ... Factors that Led? ?to? ?the Growth of Direct  Marketing Development and expansion of the Postal Service Consumer credit cards Changing structure of American society and the market Technological advances ... McGraw-Hill Education Role of Direct? ?Marketing? ?in the IMC  Program  Combines:  Advertising? ?and? ?public relations  Personal selling? ?and? ?sales promotions  Support media  Companies decide:  Program objectives 

Ngày tải lên: 16/01/2020, 04:36

...  Communications  Objectives facilitate coordination of the various  groups  Planning? ?and? ?decision making  Objectives guide decision making? ?and? ? development  of the? ?integrated? ?marketing? ?communications? ?plan ... of McGraw-Hill Education Marketing? ?Objectives versus? ?Integrated? ? Marketing? ?Communications? ?Objectives  Marketing objectives • Identify what is to be Integrated marketing communications objectives ... marketing program accomplish • Defined in terms of specific and measurable outcomes • Must be quantifiable, realistic, and attainable • Based on the particular communications tasks required to

Ngày tải lên: 16/01/2020, 04:36

... Special ads and inserts • Government and financial reports • Notices and public notices of changes in business and personal relationships • Preprinted inserts: Printed by advertiser and taken to the ... Education Types of Newspaper? ?Advertising Display advertising • Uses visual devices in addition to the copy text Classified advertising • Ads are arranged under subheads according to the product, service, ... Enables magazines to address specific groups within their circulation base Ink-jet imaging • Projects ink onto paper rather than using mechanical plates • Enables personalization of an advertising

Ngày tải lên: 16/01/2020, 04:37

... Promotional products have a positive impact on  brand image  Brand impressions? ?and? ?purchase intent improves by  adding promotional products? ?to? ?integrated? ?media  mix  Copyright © 2014 McGraw-Hill ... Alternative Out­of­Home Media  Aerial? ?advertising  Outdoor? ?advertising? ?incorporating use of airplanes  pulling banners, skywriting,? ?and? ?blimps  Not expensive? ?and? ?reaches specific target markets ... prior written consent of McGraw-Hill Education Advantages? ?and? ?Disadvantages of  Transit? ?Advertising Advantages • Exposure • Frequency • Cost Disadvantages • Reach • Mood of the audience Copyright

Ngày tải lên: 16/01/2020, 04:38