Assignment. chapter 17ppt

Designing & Managing Integrated Marketing Communications

Submitted to Coach Bong Ungreria

By Boss Jesus Acantilado

Definition

Marketing Communications – inform, persuades and remind consumers, directly or in-directly.

Voice of the company Link to other

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.

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.

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

Steps in Developing Effective Communications

Identify target audience Determine objectives Design communications Select channels Budget Decide the media mix Measure results / manage IMC

Designing the communications.

Message strategy

Creative strategy

Fear, guilt, humor, love, pride, joy.

Communications channel

Personal Communications channels Face to face, over the phone, person to

audience.

Non – personal Communications – 1 person include media, sales promotions, events

Marketing Communications Budget

Affordable Percentage of sales Competitive parity Objective and task

10 concepts1.Advertising2.Events and experiences3.Publicity4.Direct marketing5.Interactive marketing6. Word of mouth

10 concepts

Continuation 10 concepts

6. Steps in developing effective communication

7. Communication channels 8.Designing the Communication 9.affordable 10.percentage of sales

summary

discussed the role of marketing communication.

Modes of communication Steps in designing effective

communications 10 concepts