1. Communication Theory in Marcomm Context
2. Principles Of Marketing Communication
3. Understanding Costumer Behaviour
4. Branding
5. Marcomm Mix
6. Word of Mouth Marketing
7. Marcomm Mix (Direct Marketing & Personal Selling)
8. Traditional Media vs Digital Media
9. Marcomm Mix (PR & Sponsorship)
10. Digital Marketing
11. Integrated Marketing Communication
12. Factors
13. Interpretation
14. Organisation
15. Selection
16. Perception
17. Customer Decision Making Process
18. Need Recognation
19. Information Search
20. Evaluation of Alternatives
21. Postpurchase Behavior
22. Purchase
23. Social
    1. Reference Groups
    2. Family
    3. Social Roles ans Status
24. Cultural
    1. Values
    2. Perceptions
    3. Subculture
    4. Social Class
25. Psychological
    1. Motivation
    2. Perception
    3. Learning
    4. Beliefs and Attitudes
26. Personal
    1. Age and Way of Life
    2. Puchasing Power and Revenue
    3. Lifestyle
    4. Personality
27. Allowance promotion
28. Trade premiums and incentives
29. Display material promotion
30. Salea Promotion to Traders & Retailers
31. Sales Promotion of Customer
    1. Coupons
    2. Sampling
    3. Refund
    4. Loyalty
    5. Premium
    6. Games & Contest
32. Trade
33. Retail
34. Customer
35. Dealay Reward
36. Incentive Promotion
37. Immediate Reward
38. Desirable Effects of Advertising
39. Facilitate purchase
40. Encourage people to instruct themselves to buy
41. Enhance the liking of the brand
42. Contribute to brand awareness
43. Arouse need
44. Types of Promotion
45. Objectives (Boone & Kurtz, 2002)
46. Advertising Contribute Profits
47. Sales Promotion
48. Advertising
49. Obstructing market entry by competitors
50. Defining (Richards and Curran, 2002)
51. Encouraging people to buy a particular brand
52. Increasing consumption
53. Increasing opportunity to purchase
54. Improving targeting
55. Contemporary
56. Common
57. Element of Branding
    1. Brand Name
    2. Logo
    3. Symbol
    4. Colors
    5. Characters
    6. Slogan
    7. Jingles
    8. Packaging
    9. Brand Ambassador
58. Function of Brand
59. Identify
60. Practically
61. Guarantee
62. Personalization
63. Entertaiment
64. Brand Loyalty
65. Brand Community
66. Co-Branding
67. Corporate Brand
68. Viral Branding
69. Brand Revitalization
70. Social Sifnificance of Brand
71. Involvement Theory
72. Low Involvement
73. Consumer Risk
74. High Involvement
75. Problem Solving Behavior
76. Routine Problem Solving
77. Extended Problem Solving
78. Limited Problem Solving
79. Social
80. Physical
81. Financial
82. Performance
83. Oppurturnity Loss
84. Time
85. Elaboration Likelihood Model (ELM) Theory
86. Advertising & Sales Promotion
87. Direct Marketing Objectives
88. Message moves directly from the marketer to an individual member of the target audience,
89. Direct Contact with consumers
90. A link to resellers or dealers in business-to-business marketing.
91. Providing an opportunity for interaction
92. Personal Selling
93. Types of Personal Selling
94. Passive
95. Active
96. Initiated by customers
97. Regular retail selling and small business selling
98. Trade selling, high-end retail selling, technical selling and telemarketing
99. Defining Direct Marketing
100. Modification of the basic message to address specific target audience concerns
101. The total of activities in effecting the exchange of goods and services with the buyer directs efforts to target the audience using 1 or more media
102. The marketing system that a brand uses to communicate directly with their target customers to generate responses or transactions
103. Steps in Personal Selling
104. Generating leads
105. Knowledge Acquisition
106. Qualifying Prospects
107. Follow Up
108. Closing the Sale
109. Handling Objections
110. Sales Presentation
111. Key Types of Digital Media
112. Digital Media
113. Video Conferencing
114. Interactive Television
115. The Internet
116. Mobile Technologies
117. Database Technologies
118. Sponsorships
119. Public Relations
120. Public Relations is a management activity that attempts to shape the attitude and opinions of an organization’s stakeholders
121. Structuring the Communication Mix
122. Factors that Influence the Communication Process
123. Linear Model (Wilbur Schramm, 1995)
124. Important when initiating communication process
125. Colllect feedback
126. Choose the Channel
127. Select the source Attributes
128. Choose the message
129. Determine the response sought
130. Identify the target audience
131. The Influence of the People
     1. by Key Opinion Leaders
     2. by Interpersonal networks
132. The Influence of the Media
     1. Traditional Media
     2. New Media
133. Noise
134. Semantic Noise
135. Psychological Noise
136. Physical Noise
137. Physiological Noise
     1. Internal
     2. External
138. Feedback
139. Decoding
140. Interpretation process by the reciever
141. Affect the meaning of the brand
142. Communication channels
     1. Websites
     2. Billboard
     3. TV Shows
143. Carry the message
144. Media
145. Encoding
146. Use words, color pictures, signs, symbol & music
147. Idea used to convey meaning
148. Representative of the brand message
149. Sender / Source
150. Initiator / Encoder
151. Should be credible
152. Individual / Organization
153. To implement more effective and efficient marketing communications
154. The data consist of information
155. Developing Database
156. Functions of Database
     1. Stimulate repeat purchases
     2. Opportunities to cross-sell products
     3. Monitoring the changes in customer lifestyles and attitudes
     4. Improving the selection of market segments
157. Direct Response Media
158. Direct Mail
159. The Internet and Digital Media
160. Telemarketing
161. To provide sponsors with the opportunity to blend a variety of tools in the communication mix
162. Image-based similarities
163. 2 Main Dimensions of Sponsorships
164. Characteristics of PR
165. PR represents a very cost-effective means of carrying messages with a high degree of credibility
166. Cause-Related Marketing in PR
167. A commercial activity through which profit-oriented and non-profit organizations form partnerships to exploit
168. Helps to improve corporate reputation, enables product differentiation
169. Provide visibility for the company / organisation
170. Develop relationship between a company/institution
171. Support marketing agenda at the product level
172. PR Objectives
173. Outdoor Media
174. Ambient Media
175. Traditional Media
176. Cost
177. Print Media
178. Broadcast Media
179. Digital Marketing is all marketing activities or efforts using Digital Platforms to reach and connect with the Target Audience
     1. Websites
     2. Social Media
     3. Search Engines
     4. Mobile Marketing
180. Government
181. Competitors
182. Management
183. Shareholders/Investors
184. Suppliers
185. Media
186. Employees
187. Customers
188. Stakeholders of PR
189. PR Methods and Techniques
190. Lobbying
191. Media Relations
192. Corporate Advertising
193. The use of PR doesn't require the purchase of airtime/space in media.
194. PR can be used to reach specific audiences in a way that paid media cannot
195. The degree of trust and confidence that can reduce buyer’s perceived risks
196. Benefits of Digital Marketing
197. Viral Marketing
198. Content (Viral Agent)
199. Augmented Reality
200. Bringing another reality into the current reality to immerse and experienced by the audience.
201. The Steps to Implement Digital Marketing
202. Types of Digital Marketing
     1. SEO
     2. Content Marketing
     3. Online PR
     4. Email Marketing
     5. PPC
     6. Podcasting
     7. Apps
     8. Social Media Marketing
203. the use of content shared through email or social media to convey messages to a small part of a target audience
204. 3 key elements associated with viral marketing
205. Tracking
206. Seeding
207. Keyword research
208. Establish a budget for each digital channel
209. Optimize digital assets mobile
210. Create engaging content
211. Define the goals
212. Identify the target audience
213. Market Segmentation
     1. Demographic
     2. Geographic
     3. Behavioral
     4. Psychographic
214. Target of Customer
215. Target of Market
     1. Undifferentiated Marketing
     2. Differentiated Marketing
     3. Concentrated or Targeted Marketing
     4. Custom Marketing
216. Target Market Selection
217. Positioning
218. Pull Strategies
219. The Positioning Approach Strategy
220. The Audience Approach Strategy
221. Push Strategies
222. Developing Marcomm Strategy & Planning
223. Selection of Marcomm Mix
224. Which Strategy to Adopt
225. Media Decisions
226. Creative Strategy
227. Marcomm Objectives
228. Objectives & Positioning
229. Benefit
230. Competitor
231. User
232. Use
233. Price/Quality
234. Product Features
235. Positioning Perceptual Map
236. Create a clearer position of a brand in the mind of customers
237. Formulate strategies according customer’s perception
238. Provide product attractiveness to the market
239. The Functions of Positioning
240. Expressive (symbolic) Positioning
241. Functional Positioning
242. The Positioning Concept
243. Targeted and Timed
244. Realictic
245. Achievable
246. Measurable
247. Specific
248. SMART Objectives
249. Create Awareness
250. Objevctives of Promotion
251. Resistancy to Competitor
252. Retain Loyal Customers
253. Identify Prospects
254. Encourage Product Trial
255. Stimulate Demand
256. Provide a means of communication and coordination
257. Provide boundaries for decision making
258. Provide a benchmark
259. Setting of Marketing Communication Objectives
260. Buyers
261. Reputation
262. Profitability
263. Positioning
264. Objectives
265. Unintentional, natural, genuine, honest process
266. The voice of customer
267. Word of Mouth Marketing
     1. Opinion Leaders
     2. Opinion Formers
     3. Opinion Followers
268. Three Main Forms of WoM
     1. Voluntary WoM
     2. Prompted WoM
     3. Managed WoM
269. Other Involvement
270. Four Main Categories of output WOM
271. Elements of Word-Of-Mouth Communication
     1. Direction
     2. Valence
     3. Volume
272. Types of Word-of-Mouth Marketing
273. Referral Program
274. Community Marketing
275. Conversation Creation
276. Brand Blogging
277. Characterized as informal, unplanned and unbiased conversations.
278. Product Involvement
279. Message Involvement
280. Self-involvement
281. Buzz Marketing
282. Influencer Marketing
283. Creative Integrity
284. Utilize All Forms of Media
285. Achieve Synergy
286. Analyze SWOTs
287. The Benefit of IMC
288. Consistency of Messages
289. Better Use of Media
290. Cost Saving
291. Key Features of IMC
292. Evaluate Effectiveness
293. Determine the budget
294. Determine Marcomm Objectives
295. Develop Strategies & Tactics
296. IMC Tactical Planning
297. Measuring the success of IMC campaign and ROI
298. Sudden budget reductions
299. Identifty Target Audience
300. Build Relationships
301. Start with the Prospective Customer
302. Affect Behavior
303. Making sure all marcomm tools are consistently executed
304. Determining IMC leadership
305. Many elements to manage and monitor
306. Obstacles in Implementing IMC
307. The Importance of Integration
308. To improve the management and coordination of the communication tools
309. To deliver a consistent message and achieve the strategic positioning desired
310. 2 Classification of Media
311. Media Classification by Form
312. Understanding Key Characteristics of Media
313. Communication Richness
314. Media Classification by Source
315. Interactive Properties
316. Audience Profile
317. Why Personal Selling?
318. Offers a chance to demonstrate product benefits that might be difficult
319. Two way interaction between sales person and customer
320. Iimpossible to effectively convey with other forms of marketing communication
321. Unlike any other promotional mix (except interactive media)
322. Mass Media
323. Interactive Process
324. Accountability
325. Effect a Response
326. More Efficient Targeting
327. Direct Marketing Characteristics
328. Inform and/or educate customers in an attempt to lead to future actions
329. Initiated by sales person
330. Identify and target a highly specific audience
331. Cost Effective
332. Measurable
333. Improve Competitive Edge
334. Word-Of-Mouth Communication
335. People seeking advice from each other
336. Customer talking about products, services/brands
337. Person-to-person communication between a receiver and a communicator
338. Types of Sponsorships
339. Sports Sponsorship
340. Program/Broadcast Sponsorship
341. To inform the target audiences that there is an association between the sponsor and the sponsor (interest/value)
342. Function-based similarity
343. Functions of Sponsorships
344. To gain exposure to particular audiences that each event attracts in order to convey simple awareness
345. A commercial activity in which one party permits another an opportunity to exploit an association
346. Strateggy & Planning