Advtg Lectures 1 2
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COMMU NICAT IO N EFFECTIVE COMMUNICATION MARKETING COMMUNICATION INTEGRATED MARKETING COMMUNICATION
CO MM UN ICA TI ON PROMOTION IS COMMUNICATION COMMUNICATION PROCESS ALTERNATIVE PERSPECTIVES ON COMMUNICATION DURING PURCHASE IMPLICATIONS FOR MARKETING COMMUNICATION
The Communication Process Communications efforts should be viewed from the perspective of managing customer relationships over time. The communication process begins with an audit of all potential contacts. Effective communication requires knowledge of how communication works.
Elements in the Communication Process
Is there a hierarchy Purchase processes are complex - components don’t always occur in the same order Steps of purchase process do occur -consumers use behavioral processes to complete purchase -different communication tools to influence consumers at diff. points
CO MM UN ICA TI ON PROMOTION IS COMMUNICATION COMMUNICATION PROCESS ALTERNATIVE PERSPECTIVES ON COMMUNICATION DURING PURCHASE IMPLICATIONS FOR MARKETING COMMUNICATION
The Communication Process Communications efforts should be viewed from the perspective of managing customer relationships over time. The communication process begins with an audit of all potential contacts. Effective communication requires knowledge of how communication works.
Elements in the Communication Process
Is there a hierarchy Purchase processes are complex - components don’t always occur in the same order Steps of purchase process do occur -consumers use behavioral processes to complete purchase -different communication tools to influence consumers at diff. points
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