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Marketing 1 Promotion
Integrated Marketing Communication
Advertising
Advertising
Direct Marketing
Advertising
Direct Marketing
Personal Selling
Advertising
Direct Marketing
Personal Selling
Sales promotion
Advertising
Direct Marketing
Personal Selling
Sales promotion
Public relations
PR
Communication
Process
Sender
Sender’s field of experience
Sender Encoding
Sender’s field of experience
Sender Encoding Message
Sender’s field of experience
Sender Encoding Message
Media
Sender’s field of experience
Sender Encoding Message
Media
Sender’s field of experience
Receiver
Receiver’s field of experience
Sender Encoding Message Decoding
Media
Sender’s field of experience
Receiver’s field of experience
Receiver
Sender Encoding Message Decoding
Media
Sender’s field of experience
Receiver’s field of experience
Receiver
Response
Sender Encoding Message Decoding
Media
Receiver’s field of experience
Receiver
Response Feedback
Sender’s field of experience
Sender Encoding Message Decoding Receiver
Media
Feedback Response
Noise
Sender’s field of experience
Receiver’s field of experience
Audience
Objective
Message
Media
Feedback
Audience
Objective
Awareness
Knowledge
Liking
Preference
Conviction
Purchases
Awareness
Knowledge
Liking
Preference
Conviction
Purchases
Awareness
Knowledge
Liking
Preference
Conviction
Purchases
Awareness
Knowledge
Liking
Preference
Conviction
Purchases
Awareness
Knowledge
Liking
Preference
Conviction
Purchases
Awareness
Knowledge
Liking
Preference
Conviction
Purchases
Message
Media
Feedback
Push strategy
Producer Consumer Distribution
Push strategy
Producer Consumer Distribution
Push strategy
Producer Consumer Distribution
Push strategy
Producer Consumer Distribution
Pull strategy
Producer Consumer Distribution
Pull strategy
Producer Consumer Distribution
Pull strategy
Producer Consumer Distribution
Advertising
Objectives
Budget
Message
Media
Evaluation
Objectives
Budget
Message
Media
Evaluation
Objectives
Budget
Message
Media
Evaluation
Message Execution
Objectives
Budget
Message
Media
Evaluation
Objectives
Budget
Message
Media
Evaluation
Sales effect
Communication
effect
Direct Marketing
Direct-mail marketing
Catalog marketing
Telemarketing
Direct-response TV marketing
Kiosk marketing
New digital technologies
Direct-mail marketing
Catalog marketing
Telemarketing
Direct-response TV marketing
Kiosk marketing
New digital technologies
Direct-mail marketing
Catalog marketing
Telemarketing
Direct-response TV marketing
Kiosk marketing
New digital technologies
Direct-mail marketing
Catalog marketing
Telemarketing
Direct-response TV marketing
Kiosk marketing
New digital technologies
Direct-mail marketing
Catalog marketing
Telemarketing
Direct-response TV marketing
Kiosk marketing
New digital technologies
Direct-mail marketing
Catalog marketing
Telemarketing
Direct-response TV marketing
Kiosk marketing
New digital technologies
I am never out of reach
- God
Online Marketing
B-to-C B-to-B
C-to-C C-to-B
Targeted to consumers
Initiated by business
Targeted to business
Initiated by consumers
Influenced by internet
42% retail
B-to-C B-to-B
C-to-C C-to-B
Targeted to consumers
Initiated by business
Targeted to business
Initiated by consumers
B-to-C B-to-B
C-to-C C-to-B
Targeted to consumers
Initiated by business
Targeted to business
Initiated by consumers
B-to-C B-to-B
C-to-C C-to-B
Targeted to consumers
Initiated by business
Targeted to business
Initiated by consumers
Website
Online Ads
Social media
2
5
Website
Online Ads
Social media
Online Ads >
Online Ads > >
Website
Online Ads
Social media
via e-mail 79% DM
Website
Online Ads
Social media
Awareness
Knowledge
Liking
Preference
Conviction
Purchases
Web Informative
Web Social
Politician 29%
CEO 54%
Politician 29%
Journalist 59%
CEO 54%
Politician 29%
Academic 76%
Journalist 59%
CEO 54%
Politician 29%
Doctor 85%
Academic 76%
Journalist 59%
CEO 54%
Politician 29%
Peer 88%
Doctor 85%
Academic 76%
Journalist 59%
CEO 54%
Politician 29%
Web Semantic
Post modernistic
nomad
Impact
Emotion
Part-time marketer
Offline behaviour =
Online behaviour
Post modernistic
nomad
Impact
Emotion
Part-time marketer
132
132
162
Post modernistic
nomad
Impact
Emotion
Part-time marketer
weekly status
update
40% Facebook users
Post modernistic
nomad
Impact
Emotion
Part-time marketer
Feedback 64%
Feedback 64%
Product development 53%
Feedback 64%
Product development 53%
Campaign 45%
Conversation Management
Brand
Ac*va*on
Conversa*on
Brand
Ac*va*on
Conversa*on
Brand
Ac*va*on
Conversa*on
Profile
Content Motivation
Brand
Ac*va*on
Conversa*on
Observe
As a manager
Observe
As a manager
Facilitate
As a brand
Observe
As a manager
Facilitate
As a brand
Participate
As yourself
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