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BMAR 322 - Chapter 1

Integrated Marketing Communication
by

Re-an Muller

on 14 July 2016

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Transcript of BMAR 322 - Chapter 1

The IMC Planning Process
SU1 (Ch1)
R. Müller
Proverbs 13:11
Pride only raises arguments, but wisdom is found in those who take advice...
Explain the communication process
The Components of Promotion
Marketing...

Situational analysis
SWOT-analysis

The primary steps required to complete a marketing plan include:
Evaluation of performance.
Marketing objectives
Where are we?
Where do want to go?
How are we going to get there?
Did we get there?
Indicate the new trends affecting marketing communications
Emphasis on Accountability and Measurable Results
Explosion of the digital arena
Emphasis on customer engagement
Increase in brand parity
Increase in global competition
Changes in channel power
Identify the components of an integrated marketing communications program
SMART guide
Classes

The
Communication
Process
Noise
Sender
Receiver
Message
Feedback
Transmission

Device
What you say +
How you say it.
Business
(Brand)
Target
market
Sender?
Receiver?
Message?
Transmission device?
Noise?
Participation Mark
Best 2 Class tests (20% each x 2 = 40%)
Practical:
Advertising Agency
Agency = 3 - 5 employees
Name + Logo
Agency Portfolio
Portfolio should include:
Sections for each Study Unit
to file assignments
Company details
Attendance Register + Leave Forms
Customers' details
Contact details
Employee responsibilities
Policies
Vision & Mission
Etc.
Contact Details
Preferences
Any info to help you deal with this customer
HR is responsible
Everyone sign
Absent without leave = Written warning (eventually fire)
Presentation
Introduce your Agency:
Name, Logo (meaning)
Members + duties
Present SU2 Creative Corner
19 July 2016
Finances
Pick responsible person
Income statement of agency
Agency Assignment (20%)
Portfolio (10%)
Study Material
Textbook
Theory
+
Practical
Semester Test (30%)
BMAR 322
Questions?
Consultation
Tuesdays: 15h30 - 16h50

Thursdays: 12h30 - 13h50
Building 4, 220
My Office:
Examples of Communication Noise
Talking on the phone during a commercial on television

What is integrated marketing?
It is th
e coordination and integration of all ma
rketing communication tools, avenues, and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost.
Marketing strategies
Marketing tactics
Implementation
Put the plan into action.
Integration of media platforms
Being offended by the message on a flyer for a local business.
Ignoring tweets on Twitter because they are irrelevant
Being annoyed by ads on a social media site
Scrolling past Internet ads without looking at them
Talking to a passenger as the car passes billboards
Scanning a newspaper for articles to read
Looking at a sexy model in a magazine ad and ignoring the message and brand
Driving while listening to the radio
Happy is the man who finds wisdom and who gains understanding...


Proverbs 3:13
Full transcript