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Ch17 Key Concepts: Designing and Managing Integrated Marketing Communications Jose Mariano Tan 12 May 2010 Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program

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Chapter 17: Designing and Managing Integrated Marketing Communications

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Page 1: Chapter17 TanJM

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

Page 2: Chapter17 TanJM

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

Page 3: Chapter17 TanJM

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

Page 4: Chapter17 TanJM

Legend

Book Example

Local Sample

Medical Application

Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program

Page 5: Chapter17 TanJM

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?

Page 6: Chapter17 TanJM

: 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:

Page 7: Chapter17 TanJM

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

Page 8: Chapter17 TanJM

: 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

Page 9: Chapter17 TanJM

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

Page 10: Chapter17 TanJM

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

Page 11: Chapter17 TanJM

: 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

Page 12: Chapter17 TanJM

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

Page 13: Chapter17 TanJM

: 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

Page 14: Chapter17 TanJM

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

Page 15: Chapter17 TanJM

: 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

Page 16: Chapter17 TanJM

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!

Page 17: Chapter17 TanJM

: 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

Page 18: Chapter17 TanJM

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

Page 19: Chapter17 TanJM

: 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.

Page 20: Chapter17 TanJM

: 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.

Page 21: Chapter17 TanJM

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

Page 22: Chapter17 TanJM

: 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

Page 23: Chapter17 TanJM

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!

Page 24: Chapter17 TanJM

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.

Page 25: Chapter17 TanJM

: 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.

Page 26: Chapter17 TanJM

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.

Page 27: Chapter17 TanJM

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