integrated marketing communication2.pptx

8/9/2019 Integrated marketing communication2.pptx

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Principles of Marketing 2

January 26, 2014


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Objectives of Lesson

o revie! key "arketing concepts o #e$ne key ter"s

o e%plain t&e co""unication

process

o e%plain t&e pro"otion "i%

o #iscuss 4 steps in #evelopinge'ective "arketingco""unication(


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Purpose of Pro"otions

o infor", persua#e an# re"in#potential buyer custo"ers in

or#er to solicit a response orin)uence t&eir opinion(


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Objectives of Pro"otions

o create a!areness o sti"ulate #e"an#

*ncourage pro#uct trial

o i#entify prospects

+etain loyal custo"ers

o"bat co"petition

+e#uce sales )uctuations


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o""unication Process


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What is Integrated MarketingCommunication?

-n approac& to ac&ieving t&e objectivesof a "arketing ca"paign t&roug& a !ellcoor#inate# use of #i'erent pro"otional

"et&o#s t&at are inten#e# to reinforceeac& ot&er.!!!(business#ictionary(co"/(

ntegrate# Marketing o""unication isan approac& to t&e pro"otions aspect oft&e "arketing "i% !&ic& coor#inatesan# integrates a co"panys "arketing

co""unication strategy .3otter, 200/(

http://var/www/apps/conversion/tmp/scratch_3/http:%2F%2F(www.businessdictionary.com%2Fhttp://www.businessdictionary.com/http://www.businessdictionary.com/http://var/www/apps/conversion/tmp/scratch_3/http:%2F%2F(www.businessdictionary.com%2F


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8/17


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8irect Marketing

8irect Marketing atalogues

Mail

ele"arketing

*lectronic co""erce

9oice "ail

*"ail

:a%


10/17

&e goal is one voice across all "e#ia( o""unication s&oul# be clear,consistent, co"pre&ensive .using several"e#ia/(- !ay of looking at t&e !&ole "arketing

process


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usto"er :ee#back

usto"er fee#back is very i"portant int&e ntegrate# Marketingo""unication process(

usto"er fee#back is solicite# t&roug&; toll free lines

*"ail

:ocus groups

ntervie!s


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:actors in)uencing t&e e'ectiveness ofM .:iske an# ?art in 3otter, 200/(

Monopoly of t&e co""unicationsource over t&e recipient(

-lign"ent of t&e "essage !it& t&e

beliefs an# values of t&e recipient( &e perception t&at t&e source &as

e%pertise, &ig& social status,likeability an# po!er(

=ocial conte%t or group !ill#eter"ine !&et&er or not t&eco""unication is accepte#(


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1. Identify the target audience.

2. Determine thecommunication

objectives.

3. Design the message.

. !e"ect the communicationchanne"s.

8*9*LOP5@ *::*9* OMM5-O5 =+-*@A


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B( #stab"ish the tota"

communicationsbudget.

6( Decide on the

communication mi$.

C( Measure thecommunications% resu"ts.

D( Manage the IntegratedMarketing

Communications &rocess.

8*9*LOP5@ *::*9* OMM5-O5 =+-*@A


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lass activity

8ivi#e in groups of (-ns!er t&e Euestions assigne# to

your group, !it& t&e assistance of

t&e &an#out or any ot&erresource "aterial(

Fe prepare# to s&are your

responses !it& t&e class(


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:or furt&er rea#ing

&ttp;GGs"allbusiness(c&ron(co"Gsteps#evelopingintegrate#"arketing

co""unicationplanB60B(&t"l(

&ttp;GG!!!(sli#es&are(netG"an#alinaGintegrate#"arketingco""unication
http://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.htmlhttp://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.htmlhttp://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.htmlhttp://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.htmlhttp://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.htmlhttp://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.htmlhttp://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.htmlhttp://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.html

integrated marketing communication2.pptx

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