Integrated Marketing: What It Is and Why It Matters
Kotler Chapter 17 Individual Report
1. Chapter 17: Designing and Managing Integrated Marketing Communications Merce Kristin F. Tumibay
2. Outline Marketing helps build brand equity and sales Micromodels of marketing communications concentrate on consumer’s specific responses to communications. Most effective communication can have achieve multiple objectives The Who, What, and Why of helps effective communication There are several ways of communicating your message through various channels. Choose the right communication mix Integrated marketing communications
19. Integrated marketing communications (IMC) is a comprehensive plan that combines various communication disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages.
22. Outline Marketing helps build brand equity and sales Micromodels of marketing communications concentrate on consumer’s specific responses to communications. Most effective communication can have achieve multiple objectives The Who, What, and Why of helps effective communication There are several ways of communicating your message through various channels. Choose the right communication mix Integrated marketing communications
23. Chapter 17: Designing and Managing Integrated Marketing Communications Merce Kristin F. Tumibay
Editor's Notes
Kotler: LebronPH: ClearMed
LebronsElectoral candidatesMed?
Macromodel of communication shows the nine elements of communication, micromodels concentrate on the specific responses to communications.This is important in planning communication.Lean-feel-do High involvement, high differentiation automobile houseDo feel learn high involvement little/no differentiaiton airline ticketLearn do feel low involvement, little differentiation salt or batteries
Product demosLearn you try it you like it!
UNAIDS Goodwill Ambassador HRH Crown Princess Mette-Marit of Norway
Personal communication channels – two or more persons communicate face-to-face, person-to-audience, over the telephone, or through emailNonpersonal communication channels – directed to more than one person and include media, sales promotions, events and experiences, and public relations
Pharma groups have med reps (personal), tv ads, billboards, promos, events (mass communication), Veet?
Free delivery of medicinesAlaga hotlineAlaga health assistanceAlaga card2% discount on meds
Product market - consumers - businessBuyer-readiness stage - awareness-building stage: advertising and publicity - customer comprehension – advertising and personal selling - customer conviction – personal selling - closing the sale – personal selling and sales promotion - reordering – personal selling and sales promotionProduct life cycle stage - introduction stage – advertising, events and experiences, and publicity highest cost effectiveness = personal selling to gain distribution coverage = sales promotion and direct marketing to induce trial - growth stage – word of mouth - maturity stage – advertising, events, and experiences and personal selling - decline stage – sales promotion
