Download - Kotler Chapter 17 Individual Report
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Chapter 17: Designing and Managing Integrated Marketing Communications
Merce Kristin F. Tumibay
![Page 2: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/2.jpg)
Outline
1. Marketing helps build brand equity and sales2. Micromodels of marketing communications
concentrate on consumer’s specific responses to communications.
3. Most effective communication can have achieve multiple objectives
4. The Who, What, and Why of helps effective communication5. There are several ways of communicating your message
through various channels. 6. Choose the right communication mix7. Integrated marketing communications
![Page 3: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/3.jpg)
Marketing helps build brand equity, and sales
![Page 4: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/4.jpg)
Marketing helps build brand equity, and sales
![Page 5: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/5.jpg)
Marketing helps build brand equity, and sales
![Page 6: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/6.jpg)
Micromodels of marketing communications concentrate on consumer’s specific responses to
communications.
![Page 7: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/7.jpg)
![Page 8: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/8.jpg)
Micromodels of marketing communications concentrate on consumer’s specific responses to
communications.
![Page 9: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/9.jpg)
There are 8 steps in developing an effective marketing strategy
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The most effective communications often can achieve multiple objectives.
• TKO, TKO• Iodized salt
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Formulating the communications to achieve the desired response will require solving three
problems: the who, the what, and the why of the message.
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![Page 13: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/13.jpg)
There are several ways of communicating your message through various channels.
![Page 14: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/14.jpg)
There are several ways of communicating your message through various channels
![Page 15: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/15.jpg)
There are several ways of communicating your message through various channels
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Choose the right marketing communication mix!
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Choose the right marketing communication mix!
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Choose the right marketing communication mix!
vs.
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Integrated marketing communications (IMC) is a comprehensive plan that combines various communication disciplines to
provide clarity, consistency, and maximum impact through the seamless integration of
messages.
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Integrated marketing communications (IMC) is a comprehensive plan to market a
product.
![Page 21: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/21.jpg)
Integrated marketing communications (IMC) is a comprehensive plan to market a
product.
![Page 22: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/22.jpg)
Outline
1. Marketing helps build brand equity and sales2. Micromodels of marketing communications
concentrate on consumer’s specific responses to communications.
3. Most effective communication can have achieve multiple objectives
4. The Who, What, and Why of helps effective communication5. There are several ways of communicating your message
through various channels. 6. Choose the right communication mix7. Integrated marketing communications
![Page 23: Kotler Chapter 17 Individual Report](https://reader031.vdocuments.net/reader031/viewer/2022012314/547975c2b379597b2b8b4781/html5/thumbnails/23.jpg)
Chapter 17: Designing and Managing Integrated Marketing Communications
Merce Kristin F. Tumibay