marketing 第18章ppt 英文版.pptxVIP

Integrated Marketing Communications;Identify the components of the communication process. Explain the four steps in the AIDA model. Describe the various integrative communication channels. Explain the various ways used to allocate the integrated marketing communications (IMC) budget. Identify marketing metrics used to measure IMC success. ;Coca-Cola;Integrated Marketing Communications;Communicating with Consumers: The Communication Process;How Consumers Perceive Communication;Decoding the Message;The AIDA Model;AIDA Model;Awareness;Interest;Desire;Action;The Lagged Effect;What are the differe