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International Marketing Communication and PR By: Zoltán SZABÓ PhD MBA associate professor Lecture #1 Schedule 1. Introduction, Marketing Communication 2. Marketig-mix, Corporate Identity 3. Branding 4. Advertisements, Media 5. Press, Outdoor 15 - 2 Schedule 6. Radio, TV, Cinema 7. Internet, BTL 8. Direct Marketing, Sales Promotion 9. POS, POP 10. Events, Exhibitions 15 - 3 Schedule 11. Sponsoring 12. Personal selling 13. Campaign 14. Public Relations 15. Exam 15 - 4 Evaluation • Final Written Exam: 80 points • Written Assignment: 20 points 0-50 point(s): 51-65 points: 66-75 points: 76-85 points: 86-100 points: (1) (2) (3) (4) (5) 15 - 5 Readings • FazekasI. - Harsányi D. (2000): Marketingkommunikáció, Szókratész Külgazdasági Akadémia, Budapest; • Nyárádi G. - Szeles P. : Public Relations I-II., Perfekt Gazdasági Tanácsadó Oktató és Kiadó Rt. 15 - 6 Dates / Deadlines • Written Exam – May 17, 2011 8am E II. 10. • Written Assignment – May 10, 2012 10 pages (Incl.: Cover, Table of Contents, Bibliography (min. 5)) Topic: Marketing Communication Fields 15 - 7 Important Dates • ‘Built-in Extra Lectures’ • Date: 31 March, 2009 • From 8.00 until 17.50 • Place: E II. 10. (Possible changes) 15 - 8 Integrated Marketing Communication Strategy Objectives • Know the tools of the marketing communications mix. • Understand the process and advantages of integrated marketing communications. • Learn the steps in developing effective marketing communications. • Understand methods for setting promotional budgets and the factors that affect the design of the promotion mix. 15 - 10 Definition • Marketing Communications Mix The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. 15 - 11 Integrated Marketing Communications • The Marketing Communications Environment is Changing: Mass markets have fragmented, causing marketers to shift away from mass marketing Media fragmentation is increasing as well Improvements in information technology are facilitating segmentation 15 - 12 Integrated Marketing Communications • The Need for Integrated Marketing Communications Conflicting messages from different sources or promotional approaches can confuse company or brand images The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently 15 - 13 Integrated Marketing Communications • The Need for Integrated Marketing Communications The Web alone cannot be used to build brands; brand awareness potential is limited Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications Web efforts can enhance relationships 15 - 14 Integrated Marketing Communications • Integrated Marketing Communications The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. IMC implementation often requires the hiring of a MarCom manager. 15 - 15 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. 15 - 16 The Communication Process Elements in the Communication Process • Sender • Encoding • Message • Decoding • Media • Response • Receiver • Feedback • Noise 15 - 17 The Process ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind MESSAGE CHANNEL Select the media or other vehicle to carry the message NOISE Competing ads, other distractions FEEDBACK Impact measured using research, sales, or another measure DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed RESPONSE Ranges from simple awareness to purchase 15 - 18 Thank you for your attention!