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Lecture 9

MKT 100 Lecture 9: Chapter 14 Integrated Marketing
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Department
Marketing
Course
MKT 100
Professor
Spergel Marla
Semester
Winter

Description
Chapter 14: Integrated Marketing The Communication Process Sender (firm) – transmitter- encodes message – communications (media) – receiver (consumer) decodes message STEPS IN PLANNING AN IMC CAMPAIGN 1. Identify Target Audience 2. Set Objectives - Push and pull strategies - Short term and long term - Inform, remind, persuade 3. Determine budget - How big is your market? - Where is product in the market - Grassroots marketing - METHODS: Objective and
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