Integrated marketing communication | Online Mini MBA (Free)

3,540 views
3,299 views

Published on

Course - Online Mini MBA (Free)
Register - http://www.mybskool.com/100-day-mini-mba.php?course=FreeCourse

Integrated marketing communication
by Yuvaraj Padmanaban

For More details Visit http://www.mybskool.com
Email us – support@mybskool.com
Call us - +91-9840048418

Published in: Education, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,540
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
332
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Integrated marketing communication | Online Mini MBA (Free)

  1. 1. INTEGRATEDMARKETINGCOMMUNICATIONByYuvaraj Padmanaban1–1
  2. 2. 1–2Marcom – Objective & Brand Equity• Marketing Communications’ Objective• To enhance brand equity by moving customers to favorableaction toward the brand—trying it, repeat purchasing it, andbecoming loyal toward the brand.• Brand Equity• The degree to which consumers favorably perceive the brand’sfeatures and benefits as compared to competitive brands and howstrongly these views are held in memory
  3. 3. © 2010 South-Western, a part of Cengage Learning. All rights reserved.1–3Marketing Communication Types Basis Industry
  4. 4. 1–4ATL & BTL in Marcom
  5. 5. 1–5Integrated Marketing Communications (IMC)• Is a communications process for planning, creation, integration, andimplementation of diverse forms of Marcom delivered to a brand’stargeted customers and prospects• Has as its goal influencing or affecting behavior of targeted audience• Considers all touch points a customer/ prospect has with the brand aspotential delivery channels for messages• Requires that all of a brand’s communication media deliver a consistentmessage• Has customer/prospect as its starting point for determining types ofmessages and media to inform, persuade, and induce action
  6. 6. 1–6Why Integrated Marketing CommunicationsIMC and Synergy• Using multiple communication tools in conjunction with oneanother can produce greater results (synergistic effects) thantools used individually and in an uncoordinated fashion.
  7. 7. 1–71. Start with the customer or prospect.2. Use any form of relevant contact or touch point.3. Speak with a single voice.4. Build relationships.5. Affect behavior.Key Points to Consider
  8. 8. © 2010 South-Western, a part of Cengage Learning. All rights reserved.1–8Selecting the Appropriate Marcom ToolsIdentify MarcomProgram GoalsDetermine BestWay to AllocateMarketing BudgetMedia-NeutralApproach
  9. 9. 1–9Making Brand-Level Marcom Decisions and Achieving Desired Outcomes
  10. 10. 1–10Fundamental Marcom DecisionsTargeting PositioningSettingObjectivesBudgetingFundamentalMarcom ProgramDecisions
  11. 11. 1–11Marcom Implementation DecisionsMixingElementsCreatingMessagesSelectingMediaEstablishingMomentumMarcom ProgramImplementationDecisions
  12. 12. 1–12Marcom OutcomesEnhancingBrand EquityAffectingBehaviorMarcomOutcomes
  13. 13. 1–13For More details Visithttp://www.mybskool.comEmail us – support@mybskool.comCall us - +91-9840048418

×