BALRAM CHAUDHARY BIKANER Marketing Communication Planning Process INTIGRATED MARKETING COMMUNICATION

MARKETING COMMUNICATION PLAN

SITUATIONAL ANALYSIS COMETITION MARKET ANALYSIS CUSTOMER ANALYSIS POSIOTIONING ANALYSIS

COMETITION

MARKET ANALYSIS

CUSTOMER ANALYSIS

POSIOTIONING ANALYSIS

MARKETING COMMUNICATION OBJECTIVE Creating Brand Awareness And Building Brans Equity Providing Information Increasing Sales Differentiating The Brand Influencing Customer Behavior

Creating Brand Awareness And Building Brans Equity

Providing Information

Increasing Sales

Differentiating The Brand

Influencing Customer Behavior

Budgeting Maximum utilization of funds Allocating budget as per the need For making brand awareness fund will be higher For changing the brand image budget may be lesser

Maximum utilization of funds

Allocating budget as per the need

For making brand awareness fund will be higher

For changing the brand image budget may be lesser

DEVELOPING A MARKETING COMMUNICATION PROGRAM Which strategy to adopt- pull or push Then Selection of marketing communication mix Advertising, Sales Promotion, PR, Direct Marketing, and Personal Selling Creative Strategy Message Content –Rational, Emotional and Moral Message Structure– Conclusion, the argument type and order of the argument. Message Format– color, music, time etc. Media Decisions

Which strategy to adopt- pull or push

Then

Selection of marketing communication mix

Advertising, Sales Promotion, PR, Direct Marketing, and Personal Selling

Creative Strategy

Message Content –Rational, Emotional and Moral

Message Structure– Conclusion, the argument type and order of the argument.

Message Format– color, music, time etc.

Media Decisions

Evaluation and control of marketing communication program This can be done by the marketing communication audit. The MC audit answers issues like What programs are being carried out by the company? How they are being carried out? How effective these programs are?

This can be done by the marketing communication audit. The MC audit answers issues like

What programs are being carried out by the company?

How they are being carried out?

How effective these programs are?

Communication audit consists of- Planning and design Research and measurement Analysis and Reporting

Planning and design

Research and measurement

Analysis and Reporting

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