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Designing and Managing Integrated Marketing Communication

Prince June Kitane, MAN, MIR

Role of

Marketing

Communication

Marketing Communication Mix

Marketing

Communications

Mix

8 Major Mode of Communication

1. Advertising -

2. Sales Promotion

3. Events and Experiences

4. Public Relations and Publicity

5. Online and Social Media Marketing

6. Mobile Marketing

7. Direct and Database Marketing

8. Personal Selling

Examples of Platforms

Communication

Process Models

What are these models?

Macro-model of Communication

Process

Micro-model of Consumer Responses

developing

Effective

Communication

Communication

Objective

1. Establish need for category

2. Build brand awareness

3.Build brand attitude

4. Influence brand purchase intention

design the Communication

Design the Communication:

Message Strategy

Creative Strategy

- Informational Appeals

- Transformational Appeals

Message Source

Communication channel

Selecting the Communication Channel:

Personal Communications Channels

- Advocate channels

- Expert channels

- Social channels

Integration of Communications Channels

- Mass communications and Mass Media

Establish

Budget

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.

Selecting the

Marketing

Communication

Mix

Characteristics of

Marketing mix!

Advertising

1. Pervasiveness

2. Amplified Expressiveness

3. Control

Advertising & Sales Promotion

Sales Promotion

1. Ability to be attention-getting

2. Incentive

3. Invitation

Events and Experiences

1. Relevant

2. Engaging

3. Implicit

- Event & Experiences and - Public Relations

Public Relations

1. High Credibility

2. Reach Hard to Find Buyers

3. Dramatization

Online & Social Media

1. Rich

2. Interactive

3. Up to date

- Online & Social Media and - Mobile Marketing

Mobile Marketing

1. Timely

2. Influential

3. Pervasive

Direct and Database

1. Personal

2. Proactive

3. Complementary

Direct &Database Marketing and - Personal Selling

Personal Selling

1. Customized

2. Relationship Oriented

3. Response Oriented

Managing

Integrated marketing

communication

Process

Integrated Marketing

Communications Process

integrated marketing communications (IMC)

Definition

“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.”

  • Media coordination can occur across and within media types, but marketers should combine personal and non-personal communications channels through multiple-vehicle, multiple-stage campaigns to achieve maximum impact and increase message reach and impact.

  • Promotions and online solicitations can be more effective when combined with advertising, for example

The awareness and attitudes created by advertising campaigns can increase the success of more direct sales pitches.

Coordinating Media

Checking your IMC Program:

  • 1. Coverage
  • ( Audience Reached)
  • 2. Contribution
  • (Contribution to the desired Output)
  • 3. Commonality
  • (Consistency and Reinforcement)
  • 4. Complementarity
  • (Link and Connections of Comm Strategy)
  • 5. Conformability
  • (if the message works to the consumers)
  • 6. Cost
  • (Effective and Efficient
  • Comms Program to save
  • Cost)

Assessment of

IMC Program

Collaborative and Contradicting

Collaborative and

Contradicting

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

Collaborative

Marketing Management

Rajiv Lal and Kasturi Rangan

Page 262 | Integrated Mktg. Communication

Instead of Multiple Vehicles

Communication Vehicles

Broadcast

Additional |

Contradicting

Interactive

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