International Communication 0.0 / 5 ? MarketingInternational CommunicationUniversityAll boards Created by: diabiancaCreated on: 30-04-14 16:57 Marketing communication process (7) Sender (encodes), msg, msg channel, receiver (decodes), communication outcome, feedback, noise 1 of 8 Planning promotional campaigns (4) Target audience Campaign Objectives Budget, strategy, message, approach, Gauge effectiveness 2 of 8 Cause-related marketing mktg approach linked with a cause 3 of 8 Corporate image advertising traditional, tactical & local advertising effort 4 of 8 Budget control mechanism; linked to objectives 5 of 8 Major factors determining the choice of the media vehicles to be used are (3): – Availability of media in a given market – Product or service – Media habits of the intended audience 6 of 8 Creative strategy developing the creative message 7 of 8 Measures of success for promo campaigns (5) Sales, awareness/recall, executive judgment/intention to buy, profitability, coupon return 8 of 8
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