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BMW MINI Case Study on Integrated Marketing Communications

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Chapter 14 Integrated Marketing Communications Strategy
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Case Study BMW MINI USA 14 -
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Definition ,[object Object],[object Object]
Tools of the Mix Figure 14.1 14 -
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object],[object Object],[object Object]
This ad from Advertising Age Magazine attempts to pull advertisers to Television Marketing in Action 14 -
Integrated Marketing Communications ,[object Object],[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object]
Discussion Question ,[object Object],Marketing in Action 14 -
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
The Communication Process ,[object Object],[object Object],[object Object]
Elements in the Communication Process Figure 14.2 14 -
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object]
Buyer-Readiness Stages Figure 14.3 14 -
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing in Action 14 -
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Marketing in Action 14 -
[object Object],[object Object],[object Object],[object Object],[object Object],Marketing in Action 14 -
Why can humor be a particularly effective appeal? Marketing in Action 14 -
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communication ,[object Object],[object Object],[object Object]
Discussion Question Effective spokespeople? ,[object Object],[object Object],Marketing in Action 14 -
Developing Effective Communication ,[object Object],[object Object],[object Object]
Advertising Recall ,[object Object],[object Object],Marketing in Action 14 -
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Setting the Promotional Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Setting the Promotional Budget ,[object Object],[object Object],[object Object],[object Object],[object Object]
Setting the Promotional Mix ,[object Object],[object Object]
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools Video Snippet DD advertising reaches a broad audience
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Promotion Tools
Setting the Promotional Mix Figure 14.4 14 -
Setting the Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Socially Responsible Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Socially Responsible Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Learning Goals ,[object Object],[object Object],[object Object],[object Object]

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