Download - Assignment. chapter 17ppt
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Designing & Managing Integrated Marketing Communications
Submitted to Coach Bong Ungreria
By Boss Jesus Acantilado
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Definition
Marketing Communications – inform, persuades and remind consumers, directly or in-directly.
Voice of the company Link to other
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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.
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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.
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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
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Steps in Developing Effective Communications
Identify target audience Determine objectives Design communications Select channels Budget Decide the media mix Measure results / manage IMC
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Designing the communications.
Message strategy
Creative strategy
Fear, guilt, humor, love, pride, joy.
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Communications channel
Personal Communications channels Face to face, over the phone, person to
audience.
Non – personal Communications – 1 person include media, sales promotions, events
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Marketing Communications Budget
Affordable Percentage of sales Competitive parity Objective and task
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10 concepts1.Advertising2.Events and experiences3.Publicity4.Direct marketing5.Interactive marketing6. Word of mouth
10 concepts
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Continuation 10 concepts
6. Steps in developing effective communication
7. Communication channels 8.Designing the Communication 9.affordable 10.percentage of sales
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summary
discussed the role of marketing communication.
Modes of communication Steps in designing effective
communications 10 concepts