Chapter 17: Designing and Managing Integrated Marketing Communications

Merce Kristin F. Tumibay

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

Marketing helps build brand equity, and sales

Marketing helps build brand equity, and sales

Marketing helps build brand equity, and sales

Micromodels of marketing communications concentrate on consumer’s specific responses to

communications.

Micromodels of marketing communications concentrate on consumer’s specific responses to

communications.

There are 8 steps in developing an effective marketing strategy

The most effective communications often can achieve multiple objectives.

• TKO, TKO• Iodized salt

Formulating the communications to achieve the desired response will require solving three

problems: the who, the what, and the why of the message.

There are several ways of communicating your message through various channels.

There are several ways of communicating your message through various channels

There are several ways of communicating your message through various channels

Choose the right marketing communication mix!

Choose the right marketing communication mix!

Choose the right marketing communication mix!

vs.

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.

Integrated marketing communications (IMC) is a comprehensive plan to market a

product.

Integrated marketing communications (IMC) is a comprehensive plan to market a

product.

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

Chapter 17: Designing and Managing Integrated Marketing Communications

Merce Kristin F. Tumibay