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Marketing Communication Planning Process

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Marketing Communication Planning Process, IMC, Integrated Marketing Communication, Marketing, branding, Advertisement, brand audit, media planning, Situational Analysis, Customer analysis, Creating …

Marketing Communication Planning Process, IMC, Integrated Marketing Communication, Marketing, branding, Advertisement, brand audit, media planning, Situational Analysis, Customer analysis, Creating brand awareness, Marketing Mix, Creative strategy, Rational, Emotional, moral

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  • 1. BALRAM CHAUDHARY BIKANER Marketing Communication Planning Process INTIGRATED MARKETING COMMUNICATION
  • 2. MARKETING COMMUNICATION PLAN
  • 3. SITUATIONAL ANALYSIS
    • COMETITION
    • MARKET ANALYSIS
    • CUSTOMER ANALYSIS
    • POSIOTIONING ANALYSIS
  • 4. MARKETING COMMUNICATION OBJECTIVE
    • Creating Brand Awareness And Building Brans Equity
    • Providing Information
    • Increasing Sales
    • Differentiating The Brand
    • Influencing Customer Behavior
  • 5. 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
  • 6. 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
  • 7. 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?
  • 8. Communication audit consists of-
    • Planning and design
    • Research and measurement
    • Analysis and Reporting
  • 9. THANK YOU