assignment. chapter 17ppt
DESCRIPTION
TRANSCRIPT
Designing & Managing Integrated Marketing Communications
Submitted to Coach Bong Ungreria
By Boss Jesus Acantilado
Definition
Marketing Communications – inform, persuades and remind consumers, directly or in-directly.
Voice of the company Link to other
Objectives
To be able to identify the role of marketing communications.
Steps in developing effective communications
Determine what a communications mix
Integrated marketing communication program.
8 Major Modes of Marketing Communication
Advertising – ex.broadcast ads, brochures, booklets.
Sales promotion – Ex contest, games. Events / experiences – company
sponsored. Ex. Medical mission, sports.
Public Relation / Publicity – ex. Seminars.
Continuation
Direct Marketing – use of email or telephone
Interactive Marketing – on line activities, telemarketing
Word of mouth marketing – oral and written, chat rooms/ person to person
Person selling – samples/ sales meeetings face to face
Steps in Developing Effective Communications
Identify target audience Determine objectives Design communications Select channels Budget Decide the media mix Measure results / manage IMC
Designing the communications.
Message strategy
Creative strategy
Fear, guilt, humor, love, pride, joy.
Communications channel
Personal Communications channels Face to face, over the phone, person to
audience.
Non – personal Communications – 1 person include media, sales promotions, events
Marketing Communications Budget
Affordable Percentage of sales Competitive parity Objective and task
10 concepts1.Advertising2.Events and experiences3.Publicity4.Direct marketing5.Interactive marketing6. Word of mouth
10 concepts
Continuation 10 concepts
6. Steps in developing effective communication
7. Communication channels 8.Designing the Communication 9.affordable 10.percentage of sales
summary
discussed the role of marketing communication.
Modes of communication Steps in designing effective
communications 10 concepts