PPT-Marketing and Communications Metrics

Nick Mattar Director of Marketing Detroit Regional Chamber The marketing of products or services using digital channels to reach consumers including channels that do NOT require the use of the internet. mcgrawhillcacollegebelch Endnotes 546 Credits and Acknowledgments 560 Name and Company Index 563 Subject Index 568 Integrated Marketing Communications. Introduction to Integrated Marketing Communications. Understanding Promotion. The Promotion Mix. Selecting the Promotion Mix for a Particular Product. Free to share, print, make copies and changes. Get yours at . a producer to potential buyers to introduce the product and push . them to buy during a given period.. Goal: to influence the behavior of the . potential consumer? . Use: all possible means of influencing and. Diyah. . Ayu. . Amalia. . Avina. . D_avina2001@yahoo.com. According to . Shimp. (2003:4), marketing communication can be understood by decomposing two main elements : communications and marketing.. Greg Polit . [ gpolit@iu.edu ]. Dir., Informational and Emerging Technologies. IU Communications. New Tools introduced in 2011. Blogging platform ( WordPress ). Digital Signage ( Four Winds Interactive ). Chapter Objectives. After reading this chapter you should be able to. :. Appreciate the practice of marketing communications and recognize the marcom tools used by practitioners.. Differentiate among the following terms: . and. . Educating. . Customers. . Overview of Chapter . 7. Role of Marketing Communications. Challenges of Services Communications. Marketing Communications Planning. The . Marketing . Communications . YOUR BUSINESSNSURE ALL YOUR PROJECTS ARE EXECUTED WITH EFFECTIVENESS AND SIMPLICITYAPPLY OUR PASSION AND DEDICATION TO THE SUCCESS OF YOUR BUSINESS INITIATIVESTRETCH OUR BOUNDARIES AND PERFORM WITH IN The Desired Brand Effect Stand Out in a Saturated Market with a Timeless Brand quotMarketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today\'s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and quottriangulatequot to optimal solutions. You\'ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution customer perceptions market share competitors\' power margins and pricing products and portfolios customer profitability sales forces and channels and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make: - Understand the full spectrum of marketing metrics: pros, cons, nuances, and application- Quantify the profitability of products, customers, channels, and marketing initiatives- Measure everything from quotbounce ratesquot to the growth of your web communities- Understand your true return on marketing investment--and enhance it This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI. quot Integrated Marketing Communications. 14-. 2. Outline. Promotion, marketing communications and IMC defined. AIDA concept. The promotional mix. Direct marketing. Optimal promotional mix. Push and Pull Strategies. Chapter 16. 16-. 2. Learning Objectives. Local market characteristics that affect the advertising and promotion of products. The strengths and weaknesses of sales promotion and public relations in global marketing. CHAPTER 9. METRICS AND ANALYTICS. THE . BASICS. Metrics: standards . of measurement – such as sales units, sales revenue, net profit margin and gross margin. Online marketing metrics take in demographics associated with website . Topic . 5 . – Planning marketing communications. Understand the structure of a marketing communications plan. Identify and discuss communications objectives. Examine the different steps used in a marketing communications plan .