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  • Designing and Managing Integrated Marketing Communications

    Diunggah oleh

    Salmaan Mohammed
    105 tayangan20 halaman
    Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell. Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results / manage IMC Communications Objectives Category Need Brand Attitude Brand Awareness Purchase Intention Designing the communications Creative Strategy Informational and transformational appeals Positive and negative appeals Fear Guilt Shame Humor Love Pride Joy Message Source Celebrity Characteristics Expertise Trustworthiness Likeability Issue

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    60695158-Designing-and-Managing-Integrated-Marketing-Communications.ppt

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    Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell. Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results / manage IMC Communications Objectives Category Need Brand Attitude Brand Awareness Purchase Intention Designing the communications Creative Strategy Informational and transformational appeals Positive and negative appeals Fear Guilt Shame Humor Love Pride Joy Message Source Celebrity Characteristics Expertise Trustworthiness Likeability Issue

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    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    105 tayangan20 halaman

    Designing and Managing Integrated Marketing Communications

    Diunggah oleh

    Salmaan Mohammed
    Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell. Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results / manage IMC Communications Objectives Category Need Brand Attitude Brand Awareness Purchase Intention Designing the communications Creative Strategy Informational and transformational appeals Positive and negative appeals Fear Guilt Shame Humor Love Pride Joy Message Source Celebrity Characteristics Expertise Trustworthiness Likeability Issue

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 20

    Designing and Managing Integrated Marketing Communications

    Marketing Communications?
    Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

    Modes of Marketing Communications

    Advertising Sales promotion Events and experiences Public relations and publicity

    Direct marketing Interactive marketing Word-of-mouth marketing Personal selling

    Communication Platforms
    Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Logos Videotapes Sales Promotion Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs

    Communication Platforms
    Events/ Experiences

    Public Relations

    Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities

    Press release Speeches Seminars Annual reports Charitable donations Publications Lobbying Company magazine

    Communication Platforms
    Personal Selling

    Direct Marketing

    Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows

    Catalogs Mailings Telemarketing Electronic shopping Fax mail E-mail Voice mail Blogs

    Word-of-Mouth Marketing

    Person-to-person Chat rooms Blogs

    Figure17.2 Elements in the Communications Process

    Figure 17.4 Steps in Developing Effective Communications


    Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC

    Communications Objectives
    Category Need
    Brand Attitude

    Brand Awareness
    Purchase Intention

    Designing the Communications

    Creative strategy Message source Global adaptation

    Creative Strategy

    Informational and transformational appeals Positive and negative appeals


    Fear Guilt Shame Humor Love Pride Joy

    Message Source
    Celebrity Characteristics
    Expertise
    Trustworthiness Likeability

    Issues Facing Global Adaptations


    Is the product restricted in some countries? Are there restrictions on advertising the product to a specific target market? Can comparative ads be used? Can the same advertising be used in all country markets?

    Personal Communications Channels

    Advocate channels
    Expert channels Social channels

    Nonpersonal Communication Channels


    Media
    Sales Promotion Events and Experiences Public Relations

    Establish the Budget


    Affordable
    Percentage-of-Sales Competitive Parity

    Objective-and-Task

    Characteristics of The Marketing Communications Mix

    Advertising Pervasiveness Impersonality

    Sales Promotion Communication Incentive Invitation

    Characteristics of the Marketing Communications Mix

    Public Relations and Publicity High credibility Dramatization

    Events and Experiences Relevant Involving Implicit

    Characteristics of the Marketing Communications Mix

    Direct Marketing Customized Up-to-date Interactive

    Personal Selling Personal interaction Cultivation Response

    Word-of-Mouth Marketing Credible Personal Timely

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