The document outlines concepts for designing and managing integrated marketing communication. It discusses the role of communication in marketing and models for how communication travels from sender to receiver. It presents steps for developing communication, including identifying targets, objectives, message design, and channels. Finally, it addresses mixing different communication types and managing the integrated marketing communication process.
Kotler chapter 17: Designing and Managing Integrated Marketing Communication
1. Designing and Managing Integrated Marketing Communication I ’m telling you this, but my words may not be enough. Mariel Angelou A. Parulan May 12, 2010
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5. MEDIA RECEIVER encode decode feedback response SENDER II. Traveling the Language Highway: macromodel CONCEPT # 2
6. Response hierarchy model 2 1 3 II. Traveling the Language Highway: micromodel A) LEARN FEEL DO CONCEPT # 3
7. Response hierarchy model II. Traveling the Language Highway: micromodel B) DO FEEL LEARN 2 1 3
8. Response Hierarchy model II. Traveling the Language Highway: micromodel 1 2 3 C) LEARN DO FEEL
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10. III. Let ’s Make Communication! Loyal user New user heavy-user Old user light-user Step 1: Who? - Know your target! CONCEPT # 4
11. III. Let ’s Make Communication! Step 2: What? - Know your objectives CONCEPT # 5
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15. III. Let ’s Make Communication! Step 4: where? - Set your channel CONCEPT # 7
16. III. Let ’s Make Communication! Step 4: How much? - Name your price! Objective & Task Method CONCEPT # 8
19. IV. Mixing it up CONCEPT # 9 PR Direct selling Promo Events Word of mouth Direct marketing ads
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25. Words can be very powerful. But only if you know how to use them
Editor's Notes
Parents – health conscious
EXPECTATIONS, these on-the-go people expect..Decreased sick daysMore working timeMore tasks doneBetter quality of workStill with time for leisure activities
Centrum - wyethEnervon – unilabClusivol – wyethRestor - folares
How product looks in market shelvesAvailable in all mercury drugs stores nationwide
Compared to other multivitamins, Restor-F is significantly higher priced because you get more vitamins and minerals in one capsule as compared to other brands,
Online = exposure of our PTMEvents = lifestyle of PTMOne of the PTM = mothers, thus groceryPublic relations = seek avenue to penetrate corporate world, talk to those who are in-charge of annual check up of employees
Online = exposure of our PTMEvents = lifestyle of PTMOne of the PTM = mothers, thus groceryPublic relations = seek avenue to penetrate corporate world, talk to those who are in-charge of annual check up of employees
Online = exposure of our PTMEvents = lifestyle of PTMOne of the PTM = mothers, thus groceryPublic relations = seek avenue to penetrate corporate world, talk to those who are in-charge of annual check up of employees
Online = exposure of our PTMEvents = lifestyle of PTMOne of the PTM = mothers, thus groceryPublic relations = seek avenue to penetrate corporate world, talk to those who are in-charge of annual check up of employees
4: thes vitamins and minerals are all actually found in usual diet, but restor F includes other compoents not aways found in food (ie chlorella)