v47 ch17 marketing comm visual edition ysa nagui
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1
DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
Ysa M. NaguiAteneo Graduate School of Business
Top 10 Concepts
VISUAL Edition
Outline: Designing and Managing Integrated Marketing Communications
1. Role of Marketing Communications2. Marketing Communications Mix3. Communication Process4. Developing Effective
Communications5. Identify the Target Audience
Outline: Designing and Managing Integrated Marketing Communications
6. Determine the Communications Objective
7. Design the Communications8. Select the Communication Channels9. Objective-and-Task Method10. Integrated Marketing Communication Process (IMC)
Role of Marketing Communications
Marketer
Customer
Marketing Communication Mix
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
Developing Effective Communications
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Identify the Target Audience
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Determine the Communications Objective
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Design the Communications
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Select the Communication Channels
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Objective-and-Task Method
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Integrated Marketing Communication Process (IMC)
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Summary: Designing and Managing Integrated Marketing Communications
1. Role of Marketing Communication2. 8 major modes of Communications Mix3. The communication process consists of
9 elements4. Developing effective communications
involves 8 steps. 5. There should be a clear
target audience in mind.
Summary:Designing and Managing Integrated Marketing Communications
6. Determine 4 Communication Objectives7. Formulating the communication
requires solving 3 problems8. 2 types of Communications Channel9. Objective-And-Task Method sets the
promotion budget10. Managing and coordinating the entire
communications process calls for IMC
16
DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
Ysa M. NaguiAteneo Graduate School of Business
Top 10 Concepts
VISUAL Edition
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