Integrated Marketing Communications

6,547 views

Published on

This presentation is on Integrated Marketing communication and will help you to get a good knowledge about IMC.

1 Comment
4 Likes
Statistics
Notes
  • You should clean up the typos. It really decreased credibility.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
6,547
On SlideShare
0
From Embeds
0
Number of Embeds
161
Actions
Shares
0
Downloads
626
Comments
1
Likes
4
Embeds 0
No embeds

No notes for slide

Integrated Marketing Communications

  1. 1. BALRAM CHAUDHARY BIKANER Marketing Communication Planning Process INTIGRATED MARKETING COMMUNICATION
  2. 2. MARKETING COMMUNICATION PLAN
  3. 3. SITUATIONAL ANALYSIS <ul><li>COMETITION </li></ul><ul><li>MARKET ANALYSIS </li></ul><ul><li>CUSTOMER ANALYSIS </li></ul><ul><li>POSIOTIONING ANALYSIS </li></ul>
  4. 4. MARKETING COMMUNICATION OBJECTIVE <ul><li>Creating Brand Awareness And Building Brans Equity </li></ul><ul><li>Providing Information </li></ul><ul><li>Increasing Sales </li></ul><ul><li>Differentiating The Brand </li></ul><ul><li>Influencing Customer Behavior </li></ul>
  5. 5. Budgeting <ul><li>Maximum utilization of funds </li></ul><ul><li>Allocating budget as per the need </li></ul><ul><li>For making brand awareness fund will be higher </li></ul><ul><li>For changing the brand image budget may be lesser </li></ul>
  6. 6. DEVELOPING A MARKETING COMMUNICATION PROGRAM <ul><li>Which strategy to adopt- pull or push </li></ul><ul><li>Then </li></ul><ul><li>Selection of marketing communication mix </li></ul><ul><ul><li>Advertising, Sales Promotion, PR, Direct Marketing, and Personal Selling </li></ul></ul><ul><li>Creative Strategy </li></ul><ul><ul><li>Message Content –Rational, Emotional and Moral </li></ul></ul><ul><ul><li>Message Structure– Conclusion, the argument type and order of the argument. </li></ul></ul><ul><ul><li>Message Format– color, music, time etc. </li></ul></ul><ul><li>Media Decisions </li></ul>
  7. 7. Evaluation and control of marketing communication program <ul><li>This can be done by the marketing communication audit. The MC audit answers issues like </li></ul><ul><li>What programs are being carried out by the company? </li></ul><ul><li>How they are being carried out? </li></ul><ul><li>How effective these programs are? </li></ul>
  8. 8. Communication audit consists of- <ul><li>Planning and design </li></ul><ul><li>Research and measurement </li></ul><ul><li>Analysis and Reporting </li></ul>
  9. 9. THANK YOU

×