2. https://www.linkedin.com/in/rogeliolumanta/
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What is the communications mix and how should it be
set?
4. What are the major steps in developing effective
communications?
STOP…. LOOK!!!! LISTEN****
Integrated Marketing Communication (IMC)…
3. https://www.linkedin.com/in/rogeliolumanta/
Outline :
STOP……. LOOK!!!! LISTEN****
Integrated Marketing Communication (IMC):
1. Firms attempt to inform, persuade, and remind CONSUMERS -
directly or indirectly about the products and brands they SELL
4. Managing and coordinating the entire COMMUNICATIONS PROCESS
3. Recognizes the VALUE of a comprehensive plan that evaluates the
strategic roles of a variety of COMMUNICATION disciplines
2. A method to PROMOTE the company and its product by providing
CONSISTENT and CLEAR message to existing and potential
CUSTOMERS
4. https://www.linkedin.com/in/rogeliolumanta/
1. What is the role of marketing communications?
The VOICE of the Company and its Brand to attract
100% CUSTOMER Attention!!!
Marketing communications is a firms attempt to :
Inform
Persuade
Remind
PRODUCTS
SELLCONSUMERS
BRANDS
5. https://www.linkedin.com/in/rogeliolumanta/
2a. How do marketing communications work?
Effective use of Nine KEY Factors in Macromodel of Communications
SENDER
Encoding Decoding
RECEIVER
NOISE
Response
Message
Media
Feedback
Major Parties Major Parties
2 Major Tools
Functions Functions
FunctionsFunctions
9 Key Factors :
2 Major Parties
2 Major Tools
4 Functions
1 Element
Element
MACROMODEL COMMUNICATIONS
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2b. How do marketing communications work?
Effective use of FOUR Hierarchy in Micromodel of Communications
MICROMODEL COMMUNICATIONS
concentrate on CONSUMERS’s specific
responses to communications
“learn-feel-do”
“learn-do-feel”
“do-feel-learn”
7. https://www.linkedin.com/in/rogeliolumanta/
3. What is the communications mix and how should it be set?
8 major modes of Marketing COMMUNICATIONS MIX
Marketing
Communications
Mix
Advertising
Sales
Promotion
Events &
Experiences
Public
Relations
and
Publicity
Direct
Marketing
Interactive
Marketing
Word-of-
Mouth
Marketing
Personal
Selling 1
2
7
8
3
4
5
6
8. https://www.linkedin.com/in/rogeliolumanta/
3a. What is the communications mix and how should it be set?
The Individuality of Communications Mix
Advertising
Pervasiveness
Amplified
expressive
Impersonality
1
23
permits the seller to
REPEAT a message
many times
9. https://www.linkedin.com/in/rogeliolumanta/
3b. What is the communications mix and how should it be set?
The Individuality of Communications Mix
Sales
Promotions
Communication
IncentiveInvitation
1
23
Short-term incentive for
TRIAL or PURCHASE of
a product or services
10. https://www.linkedin.com/in/rogeliolumanta/
3c. What is the communications mix and how should it be set?
The Individuality of Communications Mix
Events and
Experiences
Relevant
ImplicitInvolving
1
23
COMPANY SPONSORED
to CREATE interactions
with CONSUMERS
11. https://www.linkedin.com/in/rogeliolumanta/
3d. What is the communications mix and how should it be set?
The Individuality of Communications Mix
Public Relations &
Publicity
High Credibility
Ability to
catch buyers
off guard
Dramatization
1
23
PROGRAMS directed to
company employees or
external consumers
12. https://www.linkedin.com/in/rogeliolumanta/
3e. What is the communications mix and how should it be set?
The Individuality of Communications Mix
Direct Marketing
Customized
Up-to-dateInteractive
1
23
Use mail, mobile, e-mail,
social media to SOLICIT a
RESPONSE or DIALOGUE
with present prospect
CUSTOMERS
13. https://www.linkedin.com/in/rogeliolumanta/
3f. What is the communications mix and how should it be set?
The Individuality of Communications Mix
Personal Selling
Personal
Interaction
CultivationResponse
1
23
face-to-face :
presentations,
question & answer,
procuring orders
14. https://www.linkedin.com/in/rogeliolumanta/
3g. What is the communications mix and how should it be set?
The Individuality of Communications Mix
Word of Mouth
Selling
Credible
TimelyPersonal
1
23
people-to-people :
oral, written, or
electronic
communications
15. https://www.linkedin.com/in/rogeliolumanta/
4. What are the major steps in developing effective communications?
8 Steps in effective Marketing Communications
1. Identify target audience
Communication
Objectives
Category
Need
Brand
Awareness
Brand
Attitude
Purchase
Intention
2. Determine objectives
3. Design communications
4. Select channels
Message Strategy Creative Strategy Message Source
Personal
Non-personal
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4. What are the major steps in developing effective communications?
8 Steps in effective Marketing Communications
5. Establish budget
6. Decide on media mix
7. Measure results
8. Manage IMC
Affordable
Percentage
of Sales
Competitive
Parity
Objective
and task
17. https://www.linkedin.com/in/rogeliolumanta/
#KwentongJollibeeValentineSeries : The Power of Love
1. 50 million hits in YouTube for JFC Valentine Ads
2. Quadrupled sales of Yum burger due to “CRUSH” commercial
3. Increase sales of Chicken Joy
1. Appealed to all ages
A good example of Integrated
Marketing Communication
2. Capitalized on LOVE month and
become trending topic
3. Brand image of family values and love
4. A simple yet relatable stories
18. https://www.linkedin.com/in/rogeliolumanta/
1. Firms attempt to inform, persuade, and remind CONSUMERS - directly
or indirectly about the products and brands they SELL (Role of Marketing)
4. Managing and coordinating the entire COMMUNICATIONS PROCESS
(Integrating Marketing Communication)
2. A method to PROMOTE the company and its product by providing
CONSISTENT and CLEAR message to existing and potential
CUSTOMERS (How it Works)
3. Recognizes the VALUE of a comprehensive plan that evaluates the
strategic roles of a variety of COMMUNICATION disciplines
(Communication Mix)
Outline :
STOP……. LOOK!!!! LISTEN****
Integrated Marketing Communication (IMC) :