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!ut"ine
# $he Marketing Communications Mi% # Integrated Marketing Communications
& Changing Communications 'nvironment & $he need for Integrated Marketing Communications
# # # #
A (iew of the Communication )rocess Steps in *eve"oping 'ffective Communication Setting the )romotion Budget + Mi% Socia""y ,esponsi-"e Marketing Communications
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*irect Marketing
*esign Message
Se"ect 0eed-acks
Se"ect Message Source
Choosing Media
Buyer1,eadiness Stages
2now"edge 3iking
Awareness
Setting the )romotion Budget + Mi% # Setting the $ota" )romotion Budget
& Afforda-"e method & )ercentage1of1sa"es method & Competitive & parity method & !-jectives1and1task method
)ush Strategy
)roducer
,etai"ers + 5ho"esa"ers
Consumers
# )ersona" Se""ing
& 0air competition & *on/t "ie to consumers
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$hank 9ou
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