Ch17 Key Concepts: Designing and Managing    Integrated Marketing Communications    Jose Mariano Tan    12 May 2010Chapter...
Outline:                 Why? •        1   Introduction: Importance of Communication                 How? •        2   Mar...
Outline:                  5W’s • Developing Effective Communications                           •   5    Identifying Target...
Legend                                       Book Example                                        Local Sample             ...
1   Introduction: Importance of Communication     Marketing communications represent the voice of     the company and its ...
1   Introduction: Importance of Communication     Marketing communications represent the voice of     the company and its ...
2   Marketing Communications Mix     Marketing communications mix consists of eight     major modes of communication.     ...
2   Marketing Communications Mix     Marketing communications mix consists of eight     major modes of communication.     ...
2   Marketing Communications Mix     Marketing communications mix consists of eight     major modes of communication.     ...
3   Communications Process Models: Macromodel of Communications Process     Macromodel identifies nine elements that consti...
3   Communications Process Models: Macromodel of Communications Process     Macromodel identifies nine elements that consti...
4   Communications Process Models: Response Hierarchy Models     Response Hierarchy Models concentrate on consumer’s     s...
5   Communications Process Models: Response Hierarchy Models     Response Hierarchy Models concentrate on consumer’s     s...
5   Developing Effective Communications     Eight steps in developing effective communication begins     with identifying ...
5   Developing Effective Communications: Identifying Target Audience     Start with a clear target audience in mind.     C...
6   Developing Effective Communications: Communication Objectives     Determine Objectives may include: Category Need, Bra...
6   Developing Effective Communications: Communication Objectives     Determine Objectives may include: Category Need, Bra...
7    8   Developing Effective Communications     Designing communication addresses: Message Strategy,     Creative Strateg...
7   Developing Effective Communications: Creative Strategy     The way marketers translate their messages into a     speci...
8 7   Developing Effective Communications: Message Source     Messages delivered by popular sources achieve higher     att...
9   Developing Effective Communications: Buyer-Readiness Stage     When?: Communication tools vary in cost-effectiveness a...
9   Developing Effective Communications: Buyer-Readiness Stage     When?: Communication tools vary in cost-effectiveness a...
10   Conclusion: Integration of Communication Channels      IMC recognizes the added value of a comprehensive plan      by...
10   Conclusion: Integration of Communication Channels      IMC recognizes the added value of a comprehensive plan      by...
10   Conclusion: Integration of Communication Channels      IMC recognizes the added value of a comprehensive plan      by...
10   Conclusion: Integration of Communication Channels            As physician-leaders, we should recognize             th...
Ch17 Key Concepts: Designing and Managing    Integrated Marketing Communications    Jose Mariano Tan    12 May 2010Chapter...
Upcoming SlideShare
Loading in …5
×

Chapter17 TanJM

1,044 views

Published on

Chapter 17: Designing and Managing Integrated Marketing Communications

Published in: Health & Medicine
  • Be the first to comment

  • Be the first to like this

Chapter17 TanJM

  1. 1. Ch17 Key Concepts: Designing and Managing Integrated Marketing Communications Jose Mariano Tan 12 May 2010Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  2. 2. Outline: Why? • 1 Introduction: Importance of Communication How? • 2 Marketing Communications Mix What? • Communications Process Models • 3 Macromodel of Communications Process • 4 Response Hierarchy ModelsChapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  3. 3. Outline: 5W’s • Developing Effective Communications • 5 Identifying Target Audience • 6 Determine Communication Objectives • 7 Design: Creative Strategy • 8 Design: Message Source • 9 Buyer-Readiness Stage What Now? • 10 Conclusion: Integration of Communication ChannelsChapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  4. 4. Legend Book Example Local Sample Medical ApplicationChapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  5. 5. 1 Introduction: Importance of Communication Marketing communications represent the voice of the company and its brands. Bridging Dialogues Who? What? When? Where? Why? How? Establishing RelationshipsChapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  6. 6. 1 Introduction: Importance of Communication Marketing communications represent the voice of the company and its brands. : Dove Unilever : : Introduce:Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  7. 7. 2 Marketing Communications Mix Marketing communications mix consists of eight major modes of communication. 1. Advertising 2. Sales Promotion 3. Events and Experiences 4. Public Relations and Publicity 5. Direct Marketing 6. Interactive Marketing 7. Word-of-mouth Marketing 8. Personal SellingChapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  8. 8. 2 Marketing Communications Mix Marketing communications mix consists of eight major modes of communication. : Nike Zoom : :Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  9. 9. 2 Marketing Communications Mix Marketing communications mix consists of eight major modes of communication. Create Link Associations Elicit Good Judgments Facilitate Consumer-Brand ConnectionChapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  10. 10. 3 Communications Process Models: Macromodel of Communications Process Macromodel identifies nine elements that constitute the communication process.Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  11. 11. 3 Communications Process Models: Macromodel of Communications Process Macromodel identifies nine elements that constitute the communication process. : Mimeo.com Protection for Children : : Family Skin Germ ProtectionChapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  12. 12. 4 Communications Process Models: Response Hierarchy Models Response Hierarchy Models concentrate on consumer’s specific responses to communications.Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  13. 13. 5 Communications Process Models: Response Hierarchy Models Response Hierarchy Models concentrate on consumer’s specific responses to communications. : Pottsville College : :Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  14. 14. 5 Developing Effective Communications Eight steps in developing effective communication begins with identifying the target audience. Identify Target Determine Design Audience Objectives Communications Decide on Establish Select Media Mix Budget Channels Measure Manage IMC ResultsChapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  15. 15. 5 Developing Effective Communications: Identifying Target Audience Start with a clear target audience in mind. Critical influence on the communication’s decisions about what to say, how, when, where and to whom. : Pottsville College seeks applicants from Nebraska. : :Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  16. 16. 6 Developing Effective Communications: Communication Objectives Determine Objectives may include: Category Need, Brand Awareness, Brand Attitude or Brand Purchase Intention. Purchase!Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  17. 17. 6 Developing Effective Communications: Communication Objectives Determine Objectives may include: Category Need, Brand Awareness, Brand Attitude or Brand Purchase Intention. : Electric Cars : :Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  18. 18. 7 8 Developing Effective Communications Designing communication addresses: Message Strategy, Creative Strategy and Message Source. Creative Strategy Message Source Message StrategyChapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  19. 19. 7 Developing Effective Communications: Creative Strategy The way marketers translate their messages into a specific communication: Information or Transformational. : Overeating or Obesity : :Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  20. 20. 8 7 Developing Effective Communications: Message Source Messages delivered by popular sources achieve higher attention and recall. What is important is credibility of source. : Tiger Woods and Accenture. : :Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  21. 21. 9 Developing Effective Communications: Buyer-Readiness Stage When?: Communication tools vary in cost-effectiveness at different stages of buyer readiness.Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  22. 22. 9 Developing Effective Communications: Buyer-Readiness Stage When?: Communication tools vary in cost-effectiveness at different stages of buyer readiness. : Figure 17.5 Cost-Effectiveness of Communication Tools : :Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  23. 23. 10 Conclusion: Integration of Communication Channels IMC recognizes the added value of a comprehensive plan by evaluating strategic roles and marketing messages. Important Dialogue Effective ModelsCommunication Integrate!Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  24. 24. 10 Conclusion: Integration of Communication Channels IMC recognizes the added value of a comprehensive plan by evaluating strategic roles and marketing messages.Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  25. 25. 10 Conclusion: Integration of Communication Channels IMC recognizes the added value of a comprehensive plan by evaluating strategic roles and marketing messages. : Mini Cooper; GMC and ESPN : :Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  26. 26. 10 Conclusion: Integration of Communication Channels As physician-leaders, we should recognize the value of communications marketing in Public Health.Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program
  27. 27. Ch17 Key Concepts: Designing and Managing Integrated Marketing Communications Jose Mariano Tan 12 May 2010Chapter 17 Key Concepts by Jose Mariano Tan * Ateneo School of Medicine and Public Health Marketing Program

×