16-3 (what are the major steps in developing effective communications)
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This document outlines steps for developing effective communications, including: 1. Identifying the target audience, such as potential buyers, current users, or influencers. 2. Determining the communication category, such as creating brand awareness, improving brand attitude, or increasing purchase intention. 3. Designing the communication by developing message and creative strategies and selecting an appropriate message source. 4. Choosing communication channels, which can be personal like advocates or non-personal like advertising. 5. Establishing the total marketing communications budget using methods like the affordable, percentage-of-sales, competitive-parity, or objective and task approaches.
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This presentation is based on integrated marketing communications program, it covers what is an integrated marketing communications program
What is an integrated marketing communications program?
An integrated marketing communications program coordinates various communication tools such as advertising, sales promotions, public relations, direct marketing, and online communications channels to reinforce marketing messages and achieve marketing objectives. By combining personal and non-personal channels, companies can increase their message reach and impact. For example, including web addresses in advertisements allows customers to explore a company's products online. To implement an integrated marketing communications program successfully, companies should acquire promotional agencies, public relations firms, website developers, and direct mail houses that can coordinate both online and offline communications activities.
What are the major steps in developing effective communication?
The major steps in developing effective communications are:
1. Identify the target audience and determine communication objectives like creating brand awareness, changing brand attitudes, or increasing purchase intentions.
2. Design the communication strategy by determining the message, how it will be creatively delivered, and the spokesperson. The message strategy ties into brand positioning while the creative strategy can be informational or transformational.
3. Select communication channels that may be personal like sales or non-personal like advertising, promotions, events or public relations.
4. Establish the total marketing budget as a percentage of sales, to achieve competitive parity, or based on objectives and associated costs.
What are the major steps in developing effective communication
The major steps in developing effective communication are:
1. Identify the target audience and their characteristics.
2. Determine the communication objectives such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Design the communication strategy by formulating appealing messages aligned with the brand positioning, developing creative strategies to convey product benefits or image, and selecting appropriate message sources.
4. Select the appropriate communication channels to deliver the messages, which may include personal channels like salespeople or advocates, expert channels, social channels, and non-personal channels like advertising.
5. Establish the total marketing communication budget using methods like allocating a percentage of sales, matching competitors' spending, or bas
Ch16 developing effective marketing communications
The document outlines 8 steps to develop effective marketing communications: 1) Identify the target audience and communication objectives like brand awareness or purchase intention. 2) Design the message strategy and creative strategy to convey the message. 3) Choose between informational or transformational appeals. 4) Select communication channels like advertising, social media, or events. 5) Estimate the total communications budget using methods like percentage-of-sales or competitive parity. The goal is to integrate different channels to effectively reach the target audience.
16-3 (what are the major steps in developing effective communications)
This document outlines steps for developing effective communications, including:
1. Identifying the target audience, such as potential buyers, current users, or influencers.
2. Determining the communication category, such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Designing the communication by developing message and creative strategies and selecting an appropriate message source.
4. Choosing communication channels, which can be personal like advocates or non-personal like advertising.
5. Establishing the total marketing communications budget using methods like the affordable, percentage-of-sales, competitive-parity, or objective and task approaches.
What are the major steps in developing effective communications?
This presentation addresses the question : What are the major steps in developing effective communications?
Ch16 developing effective marketing communications
The document outlines 8 steps in developing effective marketing communications: 1) Identify the target audience, 2) Establish communication objectives like brand awareness or purchase intention, 3) Design the message strategy and creative strategy, 4) Choose between informational or transformational message appeals, 5) Select communication channels like advertising, social media, or events, 6) Integrate channels for maximum effect, 7) Estimate the total communications budget using methods like percentage-of-sales or competitive parity, 8) Consider objectives and tasks to determine the appropriate budget.
Recommended
16 5 (what is an integrated marketing communications program)
This presentation is based on integrated marketing communications program, it covers what is an integrated marketing communications program
What is an integrated marketing communications program?
An integrated marketing communications program coordinates various communication tools such as advertising, sales promotions, public relations, direct marketing, and online communications channels to reinforce marketing messages and achieve marketing objectives. By combining personal and non-personal channels, companies can increase their message reach and impact. For example, including web addresses in advertisements allows customers to explore a company's products online. To implement an integrated marketing communications program successfully, companies should acquire promotional agencies, public relations firms, website developers, and direct mail houses that can coordinate both online and offline communications activities.
What are the major steps in developing effective communication?
The major steps in developing effective communications are:
1. Identify the target audience and determine communication objectives like creating brand awareness, changing brand attitudes, or increasing purchase intentions.
2. Design the communication strategy by determining the message, how it will be creatively delivered, and the spokesperson. The message strategy ties into brand positioning while the creative strategy can be informational or transformational.
3. Select communication channels that may be personal like sales or non-personal like advertising, promotions, events or public relations.
4. Establish the total marketing budget as a percentage of sales, to achieve competitive parity, or based on objectives and associated costs.
What are the major steps in developing effective communication
The major steps in developing effective communication are:
1. Identify the target audience and their characteristics.
2. Determine the communication objectives such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Design the communication strategy by formulating appealing messages aligned with the brand positioning, developing creative strategies to convey product benefits or image, and selecting appropriate message sources.
4. Select the appropriate communication channels to deliver the messages, which may include personal channels like salespeople or advocates, expert channels, social channels, and non-personal channels like advertising.
5. Establish the total marketing communication budget using methods like allocating a percentage of sales, matching competitors' spending, or bas
Ch16 developing effective marketing communications
The document outlines 8 steps to develop effective marketing communications: 1) Identify the target audience and communication objectives like brand awareness or purchase intention. 2) Design the message strategy and creative strategy to convey the message. 3) Choose between informational or transformational appeals. 4) Select communication channels like advertising, social media, or events. 5) Estimate the total communications budget using methods like percentage-of-sales or competitive parity. The goal is to integrate different channels to effectively reach the target audience.
16-3 (what are the major steps in developing effective communications)
This document outlines steps for developing effective communications, including:
1. Identifying the target audience, such as potential buyers, current users, or influencers.
2. Determining the communication category, such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Designing the communication by developing message and creative strategies and selecting an appropriate message source.
4. Choosing communication channels, which can be personal like advocates or non-personal like advertising.
5. Establishing the total marketing communications budget using methods like the affordable, percentage-of-sales, competitive-parity, or objective and task approaches.
What are the major steps in developing effective communications?
This presentation addresses the question : What are the major steps in developing effective communications?
Ch16 developing effective marketing communications
The document outlines 8 steps in developing effective marketing communications: 1) Identify the target audience, 2) Establish communication objectives like brand awareness or purchase intention, 3) Design the message strategy and creative strategy, 4) Choose between informational or transformational message appeals, 5) Select communication channels like advertising, social media, or events, 6) Integrate channels for maximum effect, 7) Estimate the total communications budget using methods like percentage-of-sales or competitive parity, 8) Consider objectives and tasks to determine the appropriate budget.
16-4 (what is communications mix, and how it should be set)
This presentation shows what is communication mix, and how it should be set in integrated marketing communications
Major Steps in Developing Effective Communication
The document outlines major steps for developing an effective marketing communication plan, including determining the target audience and their needs, formulating messaging strategies around brand awareness, attitude, and purchase intention, and designing creative and message strategies. It also discusses selecting efficient and affordable media to coordinate an integrated marketing communication plan.
What are the major steps in developing effective communications?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
What are the major steps in developing effective communications
The major steps in developing effective marketing communication are:
1) Identifying the target audience and determining communication objectives like increasing brand awareness.
2) Designing the communication by determining the message, how to convey it creatively, and the spokesperson.
3) Selecting communication channels like personal interactions, advertising, or public relations.
4) Establishing the total marketing budget based on what the company can afford, a percentage of sales, matching competitors, or through defining objectives and associated costs.
How do marketing communications work?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
Mojor steps in developing effective communication
This document outlines the steps to develop effective communications: 1) Identify the target audience and objectives, which could be brand awareness, attitude, or purchase intention; 2) Design the communication message strategy, creative strategy, and message source; 3) Select communication channels such as personal, non-personal, mass channels; 4) Estimate the budget using methods like affordable, percentage-of-sales, competitive parity, or objective-and-task; 5) Decide the media mix and 6) Measure results and manage integrated marketing communications. It also defines different needs, strategies to translate messages to communications, and channel types.
What is the communication mix, and how should it be set?
The document discusses the communication mix, which refers to the various modes of communication that companies use to promote their brands and products. There are 7 major modes: advertising, sales promotion, public relations and publicity, events and experiences, direct and interactive marketing, word-of-mouth marketing, and personal selling. The communication mix must be carefully allocated based on factors like the type of market, the buyer's readiness stage, and the product life cycle stage. Consumer marketers tend to spend more on advertising and sales promotion, while business marketers focus more on personal selling. Different communication tools are more cost-effective depending on where buyers and products are in their respective life cycles.
How do marketing communications work?
The document discusses two models for marketing communications: the macromodel and micromodel. The macromodel lists nine key factors for effective communication, while the micromodel analyzes consumers' responses. It also outlines several response hierarchy models, including AIDA and the hierarchy-of-effects model, which assume consumers progress through cognitive, affective, and behavioral stages. Finally, it discusses the hierarchy of affects model and three appropriate sequences - learn-feel-do, do-feel-learn, and learn-do-feel - depending on consumer involvement and product differentiation.
Introduction to IMC
Integrated marketing communication involves coordinating different promotional tools such as advertising, sales promotion, public relations, direct marketing, and personal selling to deliver a unified message about a company's brands. Selecting an effective marketing communication mix depends on factors like the product, its stage in the product lifecycle, and buyers' readiness which progresses from awareness to purchase. Common models for integrated marketing communication are AIDA (Attention, Interest, Desire, Action) and the Hierarchy of Effects.
What is communication mix and how should it be set
The document discusses the marketing communications mix, which consists of eight major communication models: advertising, sales promotion, public relations, events and experiences, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. When choosing a marketing communications mix, marketers must consider the advantages and costs of each tool as well as factors like the product, market, consumer readiness, and stage in the product lifecycle. The optimal mix depends on examining these distinctive qualities and determining what will most effectively introduce, build enthusiasm for, and remind consumers about the company and its products.
What is communication mix, how should it be set
The document outlines the key components of a marketing communications mix, including advertising, personal selling, sales promotion, public relations, direct marketing, events and experiences, and word-of-mouth marketing. Each component is described in 1-3 sentences highlighting their main characteristics. For example, advertising allows messages to be repeated many times (pervasiveness), provides opportunities to dramatize a company, and allows the advertiser to control the focus of communications. The document also notes that the type of product, buyer readiness stage, and product life cycle stage should be considered when setting the appropriate communications mix.
Chapter 17 - Designing and Managing Integrated Marketing Communications
1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
What is the communications mix, how should it be set
The document discusses the communications mix and how companies should allocate their marketing communications budget across seven major communication modes. It explains that the optimal mix varies depending on whether the target market is business-to-business or consumer, as well as the stage of buyer readiness - from introduction to decline. Interactive and personalized communications like direct marketing and personal selling become more effective at later stages, while advertising and events work best for introducing products and maintaining maturity. The optimal mix also depends on each channel's cost-effectiveness.
Kotler Chapter 17 Individual Report
The document discusses integrated marketing communications and effective communication strategies. It explains that marketing helps build brand equity and sales, and the most effective communications can achieve multiple objectives. It also notes that determining the who, what and why of a message is important for effective communication. Finally, it introduces integrated marketing communications as a comprehensive plan that combines various communication disciplines to provide clarity and consistency through integrated messaging.
An introduction to IMC
This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Integrated marketing communications (IMC) involves strategically integrating multiple communication channels to send a consistent message to target markets. IMC must be shaped by an understanding of consumer behavior and economic and retail trends. The communication process involves encoding a message, transmitting it through a channel, decoding it, and providing feedback. Advertising is a form of paid communication through non-personal media used to inform, persuade, or remind target customers about products, brands, or causes.
Ch 17 designing imc monedero
This document contains 10 learning questions about integrated marketing communications from Chapter 17. The questions cover topics such as how marketing communications can contribute to brand equity, the different modes of marketing communications like public relations and sales promotion, the types of creative and message strategies used, and methods for establishing integrated marketing communications budgets. The document provides definitions and explanations for each question to help understand the key concepts being tested.
Chapter 17 Designing and Managing IMC
The document outlines 10 key concepts related to marketing communications. It discusses how marketing communications helps build relationships with customers and introduces the 8 modes of the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, and interactive marketing. It also summarizes the communication process, outlining elements like the sender, message, media, and receiver. Additionally, it provides an overview of the 8 steps for effective communications, which involve identifying the target audience, determining objectives, designing communications, selecting channels, and measuring results.
Introduction to integrated marketing communication
This document provides an introduction to integrated marketing communication (IMC). IMC involves strategically coordinating all aspects of marketing communication, including advertising, sales promotion, public relations, direct marketing, and more. The goals of IMC are to create awareness of a brand, facilitate customers' decision making, and increase the likelihood customers will choose that brand. Setting objectives is an important part of IMC planning and involves defining concrete, measurable tasks for a specified time period. Objectives should be realistic and align with the overall marketing goals and messages being delivered to the target audience.
An Overview of Integrated Marketing Communications (IMC)
The document discusses integrated marketing communications (IMC) and how brands can achieve better results through a coordinated approach. It defines IMC as ensuring all customer brand contacts are relevant and consistent. The key aspects of IMC include defining audiences, developing messaging strategies across channels, and measuring the results of an integrated marketing campaign. Barriers to IMC include functional silos within organizations and a lack of proven processes, but the future of IMC is focused on automation, integration of data, and consistent metrics.
16-4 (what is communications mix, and how it should be set)
This document discusses the marketing communications mix and its components. It identifies seven main elements: 1) advertising, 2) sales promotion, 3) public relations and publicity, 4) events and experiences, 5) direct and interactive marketing, 6) word-of-mouth marketing, and 7) personal selling. For each element, it provides examples of communication channels and highlights advantages such as the ability to repeatedly deliver messages, incentivize customers, or directly interact with individuals. The marketing communications mix aims to effectively engage customers through various approaches.
What is the role of marketing communication?
Marketing communication plays four key roles: (1) it serves as the voice of the company to stimulate dialogue and lead to repeat purchases, (2) it contributes to building customer equity by establishing relationships and strengthening loyalty, (3) it contributes to brand equity by creating awareness and impressions that influence customer perceptions, and (4) it provides product information to educate customers on proper usage and build the brand and company identity to influence purchase decisions.
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This presentation shows what is communication mix, and how it should be set in integrated marketing communications
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The document outlines major steps for developing an effective marketing communication plan, including determining the target audience and their needs, formulating messaging strategies around brand awareness, attitude, and purchase intention, and designing creative and message strategies. It also discusses selecting efficient and affordable media to coordinate an integrated marketing communication plan.
What are the major steps in developing effective communications?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
What are the major steps in developing effective communications
The major steps in developing effective marketing communication are:
1) Identifying the target audience and determining communication objectives like increasing brand awareness.
2) Designing the communication by determining the message, how to convey it creatively, and the spokesperson.
3) Selecting communication channels like personal interactions, advertising, or public relations.
4) Establishing the total marketing budget based on what the company can afford, a percentage of sales, matching competitors, or through defining objectives and associated costs.
How do marketing communications work?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
Mojor steps in developing effective communication
This document outlines the steps to develop effective communications: 1) Identify the target audience and objectives, which could be brand awareness, attitude, or purchase intention; 2) Design the communication message strategy, creative strategy, and message source; 3) Select communication channels such as personal, non-personal, mass channels; 4) Estimate the budget using methods like affordable, percentage-of-sales, competitive parity, or objective-and-task; 5) Decide the media mix and 6) Measure results and manage integrated marketing communications. It also defines different needs, strategies to translate messages to communications, and channel types.
What is the communication mix, and how should it be set?
The document discusses the communication mix, which refers to the various modes of communication that companies use to promote their brands and products. There are 7 major modes: advertising, sales promotion, public relations and publicity, events and experiences, direct and interactive marketing, word-of-mouth marketing, and personal selling. The communication mix must be carefully allocated based on factors like the type of market, the buyer's readiness stage, and the product life cycle stage. Consumer marketers tend to spend more on advertising and sales promotion, while business marketers focus more on personal selling. Different communication tools are more cost-effective depending on where buyers and products are in their respective life cycles.
How do marketing communications work?
The document discusses two models for marketing communications: the macromodel and micromodel. The macromodel lists nine key factors for effective communication, while the micromodel analyzes consumers' responses. It also outlines several response hierarchy models, including AIDA and the hierarchy-of-effects model, which assume consumers progress through cognitive, affective, and behavioral stages. Finally, it discusses the hierarchy of affects model and three appropriate sequences - learn-feel-do, do-feel-learn, and learn-do-feel - depending on consumer involvement and product differentiation.
Introduction to IMC
Integrated marketing communication involves coordinating different promotional tools such as advertising, sales promotion, public relations, direct marketing, and personal selling to deliver a unified message about a company's brands. Selecting an effective marketing communication mix depends on factors like the product, its stage in the product lifecycle, and buyers' readiness which progresses from awareness to purchase. Common models for integrated marketing communication are AIDA (Attention, Interest, Desire, Action) and the Hierarchy of Effects.
What is communication mix and how should it be set
The document discusses the marketing communications mix, which consists of eight major communication models: advertising, sales promotion, public relations, events and experiences, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. When choosing a marketing communications mix, marketers must consider the advantages and costs of each tool as well as factors like the product, market, consumer readiness, and stage in the product lifecycle. The optimal mix depends on examining these distinctive qualities and determining what will most effectively introduce, build enthusiasm for, and remind consumers about the company and its products.
What is communication mix, how should it be set
The document outlines the key components of a marketing communications mix, including advertising, personal selling, sales promotion, public relations, direct marketing, events and experiences, and word-of-mouth marketing. Each component is described in 1-3 sentences highlighting their main characteristics. For example, advertising allows messages to be repeated many times (pervasiveness), provides opportunities to dramatize a company, and allows the advertiser to control the focus of communications. The document also notes that the type of product, buyer readiness stage, and product life cycle stage should be considered when setting the appropriate communications mix.
Chapter 17 - Designing and Managing Integrated Marketing Communications
1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
What is the communications mix, how should it be set
The document discusses the communications mix and how companies should allocate their marketing communications budget across seven major communication modes. It explains that the optimal mix varies depending on whether the target market is business-to-business or consumer, as well as the stage of buyer readiness - from introduction to decline. Interactive and personalized communications like direct marketing and personal selling become more effective at later stages, while advertising and events work best for introducing products and maintaining maturity. The optimal mix also depends on each channel's cost-effectiveness.
Kotler Chapter 17 Individual Report
The document discusses integrated marketing communications and effective communication strategies. It explains that marketing helps build brand equity and sales, and the most effective communications can achieve multiple objectives. It also notes that determining the who, what and why of a message is important for effective communication. Finally, it introduces integrated marketing communications as a comprehensive plan that combines various communication disciplines to provide clarity and consistency through integrated messaging.
An introduction to IMC
This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Integrated marketing communications (IMC) involves strategically integrating multiple communication channels to send a consistent message to target markets. IMC must be shaped by an understanding of consumer behavior and economic and retail trends. The communication process involves encoding a message, transmitting it through a channel, decoding it, and providing feedback. Advertising is a form of paid communication through non-personal media used to inform, persuade, or remind target customers about products, brands, or causes.
Ch 17 designing imc monedero
This document contains 10 learning questions about integrated marketing communications from Chapter 17. The questions cover topics such as how marketing communications can contribute to brand equity, the different modes of marketing communications like public relations and sales promotion, the types of creative and message strategies used, and methods for establishing integrated marketing communications budgets. The document provides definitions and explanations for each question to help understand the key concepts being tested.
Chapter 17 Designing and Managing IMC
The document outlines 10 key concepts related to marketing communications. It discusses how marketing communications helps build relationships with customers and introduces the 8 modes of the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, and interactive marketing. It also summarizes the communication process, outlining elements like the sender, message, media, and receiver. Additionally, it provides an overview of the 8 steps for effective communications, which involve identifying the target audience, determining objectives, designing communications, selecting channels, and measuring results.
Introduction to integrated marketing communication
This document provides an introduction to integrated marketing communication (IMC). IMC involves strategically coordinating all aspects of marketing communication, including advertising, sales promotion, public relations, direct marketing, and more. The goals of IMC are to create awareness of a brand, facilitate customers' decision making, and increase the likelihood customers will choose that brand. Setting objectives is an important part of IMC planning and involves defining concrete, measurable tasks for a specified time period. Objectives should be realistic and align with the overall marketing goals and messages being delivered to the target audience.
An Overview of Integrated Marketing Communications (IMC)
The document discusses integrated marketing communications (IMC) and how brands can achieve better results through a coordinated approach. It defines IMC as ensuring all customer brand contacts are relevant and consistent. The key aspects of IMC include defining audiences, developing messaging strategies across channels, and measuring the results of an integrated marketing campaign. Barriers to IMC include functional silos within organizations and a lack of proven processes, but the future of IMC is focused on automation, integration of data, and consistent metrics.
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16-4 (what is communications mix, and how it should be set)
16-4 (what is communications mix, and how it should be set)
What are the major steps in developing effective communications?
What are the major steps in developing effective communications?
What are the major steps in developing effective communications
What are the major steps in developing effective communications
What is the communication mix, and how should it be set?
What is the communication mix, and how should it be set?
What is communication mix and how should it be set
What is communication mix and how should it be set
Chapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing Communications
What is the communications mix, how should it be set
What is the communications mix, how should it be set
Introduction to integrated marketing communication
Introduction to integrated marketing communication
An Overview of Integrated Marketing Communications (IMC)
An Overview of Integrated Marketing Communications (IMC)
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16-4 (what is communications mix, and how it should be set)
This document discusses the marketing communications mix and its components. It identifies seven main elements: 1) advertising, 2) sales promotion, 3) public relations and publicity, 4) events and experiences, 5) direct and interactive marketing, 6) word-of-mouth marketing, and 7) personal selling. For each element, it provides examples of communication channels and highlights advantages such as the ability to repeatedly deliver messages, incentivize customers, or directly interact with individuals. The marketing communications mix aims to effectively engage customers through various approaches.
What is the role of marketing communication?
Marketing communication plays four key roles: (1) it serves as the voice of the company to stimulate dialogue and lead to repeat purchases, (2) it contributes to building customer equity by establishing relationships and strengthening loyalty, (3) it contributes to brand equity by creating awareness and impressions that influence customer perceptions, and (4) it provides product information to educate customers on proper usage and build the brand and company identity to influence purchase decisions.
The Role of Integrated Marketing Communications
This presentation is an introduction to the role of IMC in marketing.
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Consumer behaviour unit 2
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:Consumer behaviour
unit 2: Consumer behaviour
Faculty Name: Subhangi Ma'am
Appeals of advertisement
This document discusses different types of advertising appeals, including rational/informational, emotional, and moral appeals. It provides details on various sub-types of each appeal. Rational appeals highlight functional benefits and include features, competitive advantages, price, news, and popularity. Emotional appeals relate to psychological and social needs and can be positive like humor or negative like fear. Moral appeals direct consumers' sense of right and wrong. Other appeals mentioned are reminder, teaser, musical, transformational, comparison, direct, and indirect appeals. The document also briefly discusses layout goals, principles, formats, and types of layout problems.
16-1 (what is the role of marketing communications)
Firms use marketing communication to inform, persuade and remind consumers about products. Marketing communication represents the voice of the company and shows consumers how, when, where and why to use products. It helps build brand equity by increasing consumer awareness, familiarity, and loyalty which can create associations and shape brand image and personality. The goal is to close the gap between consumer knowledge and company objectives.
Designing and Managing Integrated Marketing Communications
The document discusses the major steps in developing an effective integrated marketing communications program, including identifying the target audience, determining communication objectives, designing messages, selecting communication channels, establishing a budget, and selecting an appropriate marketing communications mix. It also covers developing advertising programs, sales promotion, public relations, direct marketing, and personal selling as tools in an integrated marketing communications strategy.
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The document discusses various aspects of advertising and sales promotion strategies, including:
- The different types of marketing communications and their pros and cons, such as advertising, personal selling, publicity, and sales promotions.
- Key considerations in developing an advertising strategy such as identifying the target market, setting objectives, determining budget, selecting media, creating messages, and evaluating effectiveness.
- Factors to consider when implementing a sales promotion strategy, including incentives aimed at consumers versus retailers and the trade channel.
Advertising and Sales promotion
Advertising is a form of communication used to encourage or persuade an audience to take action. The objectives of advertising include preparing for new products, creating demand, facing competition, and informing customers. When developing an advertising message, companies must generate, evaluate, and execute the message. They must also consider the product life cycle stage, market share, competition, and advertising frequency when setting their advertising budget. Selecting the right media is also important, as it depends on factors like reach, frequency, and timing. Measuring the effectiveness of advertising allows companies to understand the communication and sales effects of their campaigns.
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Marketing communications play a role in informing, persuading and reminding consumers about a company's products and brands. They allow companies to associate their brands with other people, places, experiences and things. There are six major modes of communications: advertising, sales promotion, public relations, direct marketing, personal selling and events/experiences. Developing effective communications involves identifying the target audience, setting objectives, designing the message, selecting channels, establishing a budget, deciding on the media mix and managing an integrated marketing communications program.
WTO & Trade Issues - International Promotional Strategies.pptx
Communication is the basis of promotional activities. Companies attempt to convey product information to potential customers. Promotion involves marketing efforts that inform, remind and persuade customers. Product or service promotion is carried through communication and certain tools are adopted for this:
Advertising: The advertising is any paid form of non-personal presentation and promotion of goods and services by the identified sponsor in the exchange of a fee
Kotler14 Basic
The document discusses integrated marketing communications and developing an effective promotional strategy. It provides details on BMW MINI's successful "Let's Motor" campaign that used unconventional media. It defines integrated marketing communications and explains the need for integration across channels to deliver a clear message. It outlines the steps to developing communications, including identifying the audience, objectives, message design, media selection, and feedback collection. It also discusses methods for setting promotional budgets and designing an optimal promotional mix.
Promotion mix
This document provides an introduction to promotion mix and marketing communication tools. It discusses the importance of marketing communication and analyzing promotional tools based on trends. The marketing communication mix includes various tools to educate customers, build brand awareness and value. The key tools discussed are advertising, sales promotion, public relations, personal selling, direct marketing and interactive marketing. Factors for setting the marketing communication mix include the type of product market, buyer readiness stage, and integrating communication channels to deliver a clear and consistent message.
Communicating value grp 7
This document discusses marketing communications and developing effective communications. It begins by defining marketing communications and noting how integrated marketing played a role in the success of the movie 3 Idiots. It then discusses the marketing communications mix and various channels including advertising, sales promotion, public relations, direct marketing, and more. The document outlines models of the communications process including the macro and micro models. It emphasizes the importance of identifying the target audience and setting objectives. It also provides guidance on designing communications through message strategy, creative strategy, and selecting a message source and channels. The document concludes by discussing measuring communication results and integrated marketing communication.
integrated marketing communication or communicating value
This document discusses marketing communications and developing effective communications. It defines marketing communications and provides examples of how integrated marketing helped the success of a Bollywood film. It then discusses the marketing communications mix, including different communication channels. The document outlines models for the communications process, including the macro and micro models. It emphasizes identifying the target audience and setting objectives. It also provides guidance on designing communications, selecting communication channels, and measuring results. Finally, it discusses integrated marketing communication and the importance of coordination across channels.
Afiche
Advertising is a marketing strategy that involves purchasing space in media outlets to publicize products, services, or brands with the goal of reaching a target audience and encouraging them to purchase items. It is a process of sending a message simultaneously to many potential customers to stimulate demand for a product or influence consumer behavior. The ultimate aim of advertising is to increase consumption of a product or service, introduce a new brand, improve perceptions of an existing brand, or change how a brand is positioned in the consumer's mind.
Advertising and sales promotion
This slide consists of Advertising: Advertising, objectives, task and process, market segmentation and target audience — Message and copy development
This slide is mainly useful for BBA student of Madras University 5th-semester students
Notes of Promotion and Distribution Management
Very useful for the students of MBA course under Osmania University who opted Marketing as Minor subject.
Chapter 1 Introduction.pptx
Marketing communication involves a company communicating with customers through various promotional methods. It includes advertising, sales promotion, public relations, direct marketing, and personal selling. Each method has strengths and weaknesses. Advertising can reach many people but is also highly criticized. Personal selling allows two-way communication but has high costs. Sales promotion can boost short-term sales but may only have temporary effects. Public relations can have low costs but the company has little message control. Direct marketing allows customization but often gets low customer responses. The overall goal of marketing communication is to inform, persuade, and remind customers about a company's products and services.
Designing and Managing Integrated Marketing Communications
This document provides an overview of integrated marketing communications. It discusses key concepts such as the marketing communications mix, communications process models, developing effective communications, and managing an integrated approach. The main points covered are:
1) The marketing communications mix consists of eight major modes of communication, including advertising, sales promotion, public relations, direct marketing, and personal selling.
2) There are macro and micro models of the communications process that marketers should understand to develop effective communications.
3) Developing communications involves identifying the target audience, setting objectives, designing messages, selecting channels, and establishing a budget.
4) Firms must decide how to allocate their marketing budget across the various communication channels and tools.
9fms pp18
The document discusses key aspects of developing a marketing communications program, including:
1) The purposes of marketing communications are to inform, persuade, and remind customers while differentiating products and affecting price elasticity.
2) Marketing communication methods include personal selling, advertising, sales promotion, public relations, and publicity.
3) An integrated marketing communications approach uses a coordinated message and image across different media tailored to audience preferences.
Notes on Promotion and Distribution Management
This document provides an overview of integrated marketing communications (IMC). It defines IMC as using various forms of communication strategically to maximize brand awareness in the shortest time possible. The various forms of communication discussed are advertising, sales promotion, personal selling, direct marketing, and public relations. The document emphasizes that IMC considers all forms of communication and designs an integrated strategy to promote a brand or product using multiple communication channels.
Designing Persuasive Communication, Message Structure Presentation, Advertise...
The document discusses various strategies for designing persuasive communications and advertisements. It covers establishing objectives and selecting target audiences, developing messaging strategies, and choosing appropriate media. Some key points include segmenting audiences into homogeneous groups, appealing to different personality types with tailored messages, considering whether to use positive or negative framing and one-sided vs two-sided arguments, and the effects of repetition and order on message reception. It also discusses using techniques like comparative advertising, resonance, emotional vs logical appeals, and humor.
Promotion & Distrubution
The document discusses various marketing communication tools including advertising, sales promotion, public relations, personal selling, and direct marketing. It describes their key characteristics and objectives. For example, it notes that advertising is a paid, non-personal form of communication while public relations utilizes unpaid media coverage. Sales promotion aims to stimulate quicker or greater purchase. The document also covers distribution channels and how products reach consumers.
Proper internship report viggy (1) (1) (1)
Brand awareness is the extent to which a brand is recognized by potential customers and correctly associated with a particular product. It is a primary goal of advertising, especially in early stages. Brand awareness includes brand recognition, where consumers can identify a brand they've seen, and brand recall, where consumers can generate the brand from memory. Companies use various marketing channels like television, radio, newspapers, and social media to increase brand awareness and recognition among consumers in order to influence their purchasing decisions. Maintaining brand awareness through repeated exposure is important for companies to build customer loyalty and increase sales over time.
New Approaches To The Business-to-business Marketing Communication
This document discusses new approaches to business-to-business (B2B) marketing communications. It defines B2B marketing communications as tactics used to support sales and improve company profitability. A key concept is the decision-making unit (DMU), which is a group of professionals that make purchasing decisions more rationally for a business. Modern approaches aim communications at influencing individual DMU members through both personal and impersonal channels. Companies now use various channels, including social media, to engage customers and build their brand over the long term. The goal is integrated marketing communications delivering a coherent message across all channels.
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Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
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Factors that affect the rate of diffusion and adoption of new products and services include an individual's readiness to try new things and personal influences from their social system, characteristics of the new innovation itself and how quickly or slowly it gains acceptance, and an organization's environment, characteristics, administrators, and openness to change.
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Chap 19, question 3
The document describes the stage-gate system as the best way to manage the new product development process. It breaks the process down into 8 stages with a gate or checkpoint at the end of each stage. The stages include idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, market testing, and commercialization, with each gate determining if the project is worth continuing on to the next stage.
Chap 19, question 2
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16-3 (what are the major steps in developing effective communications)
- 1. Developing effective communications -Nikunj G Katkoria -NIT Surat
- 3. Target Audience Potential Buyers Current Users Influenc ers Individu als Groups Particular Public General Public 1. Identify the target audienc
- 5. 2. Determine Communications O Category Need Brand Awareness Brand Attitude Brand Purchase Intention Perceived discrepancy between a current and desired motivational state should be removed Consumer’s ability to recognize or recall the brand within the category, should be encouraged to make a purchase. Consumer’s should be helped in evaluating the brand’s ability to meet a currently relevant need. Moving consumers to decide to purchase the brand.
- 6. 3. Design the communication Formulating the communication requires solving Message strategy Creative strategy Message Source Companies searches for appeals, themes, or ideas that will tie into the brand positioning Creative strategies are the way marketers translate their messages into specific communication Message delivered by attractive or prominent sources can achieve higher attention or recall
- 7. 4. Select the Communication C Channels may be Personal communication channels Non-Personal communication channels Lets two or more persons communicate face-to-face through a number of media. Non-Personal or mass communication channels are directed to more than one person including advertising, sales promotion, events and experiences, etc
- 8. Personal Communication Channels Advocate Expert Social Consists of company salespeople contacting buyers in the target market Consists of independent experts making statements to target buyers Consists of neighbors, friends, family members and associates talking to target buyers
- 9. 5. Establish total marketing communications budget Affordable Method Percentage- of-sales Method Competitive- Parity Method Objective and Task Method
- 10. Affordable Method Companies set the communication budget at what they think they can afford
- 11. Percentage-of-sales Method Companies set the communication budget at a specified percentage of current or anticipated sales or of the sales price
- 12. Competitive-Parity Method Companies set the communication budget at a specified percentage of current or anticipated sales or of the sales price
- 13. Objective and Task Method Calls upon marketers to develop communication budgets by defining specific objectives and estimating the costs of performing them.