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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 brand awareness, Marketing Mix, Creative strategy, Rational, Emotional, moral

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Marketing Communication Planning Process

  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

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