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Examples of Platforms
1. Establish need for category
2. Build brand awareness
3.Build brand attitude
4. Influence brand purchase intention
Design the Communication:
Message Strategy
Creative Strategy
- Informational Appeals
- Transformational Appeals
Message Source
Selecting the Communication Channel:
Personal Communications Channels
- Advocate channels
- Expert channels
- Social channels
Integration of Communications Channels
- Mass communications and Mass Media
Communication Budget:
Affordable Method
Percentage-of-Sales Method
Competitive-Parity Method
Objective-and-Task Method
- Establish the market share goal.
- Select the percentage of the market that should be reached by advertising.
- Estimate the percentage of aware prospects who should be persuaded to try the brand.
- Calculate the number of advertising impressions per 1 percent trial rate.
- Find the number of gross rating points to be purchased.
- Calculate the necessary advertising budget on the basis of the average cost of buying a gross rating point.
1. Pervasiveness
2. Amplified Expressiveness
3. Control
1. Ability to be attention-getting
2. Incentive
3. Invitation
1. Relevant
2. Engaging
3. Implicit
1. High Credibility
2. Reach Hard to Find Buyers
3. Dramatization
1. Rich
2. Interactive
3. Up to date
1. Timely
2. Influential
3. Pervasive
1. Personal
2. Proactive
3. Complementary
1. Customized
2. Relationship Oriented
3. Response Oriented
“a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
The awareness and attitudes created by advertising campaigns can increase the success of more direct sales pitches.
Checking your IMC Program:
Book - Harvard Business Essentials | Marketers Toolkit (The 10 Strategies you need to succeed)
Page: 145
Topic: Integrated Marketing Communication
Goals of Marketing Communication
1. Create Awareness
2. Provide Knowledge
3. Create a Favorable Impression
4. Attain a preferred position in the customers mind
5. Create a purchase Intention
Marketing Management
Rajiv Lal and Kasturi Rangan
Page 262 | Integrated Mktg. Communication
Instead of Multiple Vehicles
Communication Vehicles
Broadcast
Interactive