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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
I ’m Telling You This ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
I. What ’s it to me?  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CONCEPT #  1
[object Object],[object Object],[object Object],II. Traveling the Language    Highway
MEDIA RECEIVER encode decode feedback response SENDER II. Traveling the Language    Highway:  macromodel CONCEPT #  2
Response hierarchy model 2 1 3 II. Traveling the Language    Highway:  micromodel A) LEARN    FEEL    DO CONCEPT #  3
Response hierarchy model II. Traveling the Language    Highway:  micromodel B) DO    FEEL    LEARN 2 1 3
Response Hierarchy model II. Traveling the Language    Highway:  micromodel 1 2 3 C) LEARN   DO   FEEL
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
III. Let ’s Make    Communication! Loyal user New user heavy-user Old user light-user Step 1:  Who? - Know your target! CONCEPT #  4
III. Let ’s Make    Communication! Step 2:  What? - Know your objectives CONCEPT #  5
III. Let ’s Make    Communication! Step 3:  How? - Design! ,[object Object],[object Object],[object Object],CONCEPT #  6
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],III. Let ’s Make    Communication!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],III. Let ’s Make    Communication!
III. Let ’s Make    Communication! Step 4:  where? - Set your channel CONCEPT #  7
III. Let ’s Make    Communication! Step 4:  How much? - Name your price! Objective & Task  Method CONCEPT #  8
III. Let ’s Make    Communication!
IV. Mixing it up CONCEPT #  9
IV. Mixing it up CONCEPT #  9 PR Direct selling Promo Events Word of mouth Direct marketing ads
[object Object],[object Object],[object Object],[object Object],IV. Mixing it up
[object Object],IV. Mixing it up FINAL PRODUCT
V. Managing the IMC process ,[object Object],roles disciplines Comprehensive plans CONCEPT #  10 coordinating implementing
summary ,[object Object],[object Object],[object Object],[object Object],[object Object],I ’m Telling You This
Overview of the 10 concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Words can be very powerful. But only if you know how to use them

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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
  • 2.
  • 3.
  • 4.
  • 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
  • 9.
  • 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
  • 12.
  • 13.
  • 14.
  • 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
  • 17. III. Let ’s Make Communication!
  • 18. IV. Mixing it up CONCEPT # 9
  • 19. IV. Mixing it up CONCEPT # 9 PR Direct selling Promo Events Word of mouth Direct marketing ads
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25. Words can be very powerful. But only if you know how to use them

Editor's Notes

  1. Parents – health conscious
  2. EXPECTATIONS, these on-the-go people expect..Decreased sick daysMore working timeMore tasks doneBetter quality of workStill with time for leisure activities
  3. Centrum - wyethEnervon – unilabClusivol – wyethRestor - folares
  4. How product looks in market shelvesAvailable in all mercury drugs stores nationwide
  5. 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,
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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)