上海对外经贸大学工商管理学院市场营销学课件 Chapter14.pptVIP

Integrated Marketing Communications Strategy Chapter 14 Learning Goals 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. Case StudyBMW MINI USA BMW Challenges: small budget and staff Broke with traditional auto advertising and used unconventional media “Let’s Motor” campaign begins by mounting MINIs on SUV’s in 22 cities Created integrate