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BMAR 322 - Chapter 1
Transcript of BMAR 322 - Chapter 1
Dr. R. Müller
Pride only raises arguments, but wisdom is found in those who take advice...
Explain the communication process
The Components of Promotion
The primary steps required to complete a marketing plan include:
Evaluation of performance.
Where are we?
Where do want to go?
How are we going to get there?
Did we get there?
Indicate the new trends affecting marketing communications
Emphasis on Accountability and Measurable Results
Explosion of the digital arena
Emphasis on customer engagement
Increase in brand parity
Increase in global competition
Changes in channel power
Identify the components of an integrated marketing communications program
What you say +
How you say it.
Best 2 Class tests (20% each x 2 = 40%)
Agency = 3 - 5 employees
Name + Logo
Portfolio should include:
Sections for each Study Unit
to file assignments
Attendance Register + Leave Forms
Vision & Mission
Any info to help you deal with this customer
HR is responsible
Absent without leave = Written warning (eventually fire)
Introduce your Agency:
Name, Logo (meaning)
Members + duties
Present SU2 Creative Corner
19 July 2016
Pick responsible person
Income statement of agency
Agency Assignment (20%)
Semester Test (30%)
Tuesdays: 14h00 - 15h00
Thursdays: 12h30 - 13h50
Building 4, 220
Examples of Communication Noise
Talking on the phone during a commercial on television
What is integrated marketing?
It is th
e coordination and integration of all ma
rketing communication tools, avenues, and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost.
Put the plan into action.
Integration of media platforms
Being offended by the message on a flyer for a local business.
Ignoring tweets on Twitter because they are irrelevant
Being annoyed by ads on a social media site
Scrolling past Internet ads without looking at them
Talking to a passenger as the car passes billboards
Scanning a newspaper for articles to read
Looking at a sexy model in a magazine ad and ignoring the message and brand
Driving while listening to the radio
Happy is the man who finds wisdom and who gains understanding...