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Chapter 17 designing and integrating marketing communications

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Rogelio Lumanta

This document outlines key concepts about integrated marketing communications including: 1) The role of marketing communications is to inform, persuade, and remind consumers about products and brands. 2) Integrated marketing communication recognizes the value of evaluating strategic communication disciplines. 3) Developing an effective communication mix requires identifying target audiences, determining objectives, and selecting appropriate channels.

Marketing
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Rogelio Lumanta Marketing Management TSMARKMA - R17 Vcoach Bong De Ungria https://www.linkedin.com/in/rogeliolumanta/ Designing and Integrating Marketing Communications #IMC STOP…. LOOK!!!! LISTEN****
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)…
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
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
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
https://www.linkedin.com/in/rogeliolumanta/ 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”
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
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
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
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
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
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
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
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
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
https://www.linkedin.com/in/rogeliolumanta/ 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
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
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) :
Rogelio Lumanta Marketing Management TSMARKMA - R17 Vcoach Bong De Ungria https://www.linkedin.com/in/rogeliolumanta/ Designing and Integrating Marketing Communications #IMC STOP…. LOOK!!!! LISTEN****

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Chapter 17 designing and integrating marketing communications

  • 1. Rogelio Lumanta Marketing Management TSMARKMA - R17 Vcoach Bong De Ungria https://www.linkedin.com/in/rogeliolumanta/ Designing and Integrating Marketing Communications #IMC STOP…. LOOK!!!! LISTEN****
  • 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
  • 6. https://www.linkedin.com/in/rogeliolumanta/ 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
  • 16. https://www.linkedin.com/in/rogeliolumanta/ 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) :
  • 19. Rogelio Lumanta Marketing Management TSMARKMA - R17 Vcoach Bong De Ungria https://www.linkedin.com/in/rogeliolumanta/ Designing and Integrating Marketing Communications #IMC STOP…. LOOK!!!! LISTEN****