chapter17 tanjm
Post on 11-Nov-2014
923 Views
Preview:
DESCRIPTION
TRANSCRIPT
Ch17 Key Concepts: Designing and Managing Integrated Marketing Communications
Jose Mariano Tan12 May 2010
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Outline:
• Introduction: Importance of Communication
• Marketing Communications Mix
• Communications Process Models
• Macromodel of Communications Process
• Response Hierarchy Models
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Why?
How?
What?
1
2
3
4
Outline:
• Developing Effective Communications
• Identifying Target Audience
• Determine Communication Objectives
• Design: Creative Strategy
• Design: Message Source
• Buyer-Readiness Stage
• Conclusion: Integration of Communication Channels
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
5W’s
What Now?
5
6
7
8
9
10
Legend
Book Example
Local Sample
Medical Application
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Marketing communications represent the voice of the company and its brands.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Introduction: Importance of Communication1
Bridging Dialogues
Establishing Relationships
Who?What?When?Where?Why?How?
: Dove Unilever
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
Marketing communications represent the voice of the company and its brands.
Introduction: Importance of Communication1
Introduce:
Marketing communications mix consists of eight major modes of communication.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Marketing Communications Mix2
1. Advertising2. Sales Promotion3. Events and Experiences4. Public Relations and Publicity5. Direct Marketing6. Interactive Marketing7. Word-of-mouth Marketing8. Personal Selling
: Nike Zoom
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
Marketing communications mix consists of eight major modes of communication.
Marketing Communications Mix2
Marketing communications mix consists of eight major modes of communication.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Marketing Communications Mix2
Create
Link Associations
Elicit Good Judgments
Facilitate Consumer-Brand Connection
Macromodel identifies nine elements that constitute the communication process.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Communications Process Models: Macromodel of Communications Process 3
: Mimeo.com
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
Macromodel identifies nine elements that constitute the communication process.
Communications Process Models: Macromodel of Communications Process 3
Family Skin Germ Protection
Protection for Children
Response Hierarchy Models concentrate on consumer’s specific responses to communications.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Communications Process Models: Response Hierarchy Models 4
: Pottsville College
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
5
Response Hierarchy Models concentrate on consumer’s specific responses to communications.
Communications Process Models: Response Hierarchy Models
Eight steps in developing effective communication begins with identifying the target audience.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Developing Effective Communications5
Identify Target Audience
Determine Objectives
Design Communications
Select Channels
Establish Budget
Manage IMC
Decide on Media Mix
Measure Results
: Pottsville College seeks applicants from Nebraska.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
Start with a clear target audience in mind. Critical influence on the communication’s decisions about what to say, how, when, where and to whom.
Developing Effective Communications: Identifying Target Audience 5
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Determine Objectives may include: Category Need, Brand Awareness, Brand Attitude or Brand Purchase Intention.
Developing Effective Communications: Communication Objectives6
Purchase!
: Electric Cars
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
Determine Objectives may include: Category Need, Brand Awareness, Brand Attitude or Brand Purchase Intention.
Developing Effective Communications: Communication Objectives6
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Designing communication addresses: Message Strategy, Creative Strategy and Message Source.
Developing Effective Communications7 8
MessageSource
CreativeStrategy
MessageStrategy
: Overeating or Obesity
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
7 Developing Effective Communications: Creative Strategy7
The way marketers translate their messages into a specific communication: Information or Transformational.
: Tiger Woods and Accenture.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
7 Developing Effective Communications: Message Source8
Messages delivered by popular sources achieve higher attention and recall. What is important is credibility of source.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
When?: Communication tools vary in cost-effectiveness at different stages of buyer readiness.
Developing Effective Communications: Buyer-Readiness Stage9
: Figure 17.5 Cost-Effectiveness of Communication Tools
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
When?: Communication tools vary in cost-effectiveness at different stages of buyer readiness.
Developing Effective Communications: Buyer-Readiness Stage9
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Conclusion: Integration of Communication Channels10
IMC recognizes the added value of a comprehensive plan by evaluating strategic roles and marketing messages.
Important
ModelsEffectiveCommunication
Dialogue
Integrate!
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Conclusion: Integration of Communication Channels10
IMC recognizes the added value of a comprehensive plan by evaluating strategic roles and marketing messages.
: Mini Cooper; GMC and ESPN
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
: :
Conclusion: Integration of Communication Channels10
IMC recognizes the added value of a comprehensive plan by evaluating strategic roles and marketing messages.
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
Conclusion: Integration of Communication Channels10
As physician-leaders, we should recognizethe value of communications marketing
in Public Health.
Ch17 Key Concepts: Designing and Managing Integrated Marketing Communications
Jose Mariano Tan12 May 2010
Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
top related