This document provides an overview of integrated marketing communications (IMC). It discusses the various communication platforms used in IMC, including advertising, sales promotion, public relations, personal selling, direct marketing, and others. It also addresses factors to consider when setting an IMC mix, such as product life cycle stage and buyer readiness. Additionally, it outlines best practices for developing an effective IMC strategy, including identifying target audiences, setting objectives, designing communications, selecting channels, and evaluating results.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Discovering Marketing Communication &
Media Consumption Trends
Faculty Name: Vishal Desai
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
Advertising on internet webinar by_kiran_mandrawadkar_9886733833Kiran Mandrawadkar
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.
Company reputation is built over years but it just
takes seconds to lose it because of unethical
promotions or inability to deliver to your customers. Therefore creating an effective marketing
communication mix through a well-researched strategy
will not only help your reach out to your customers but
also help you adapt to the ever-changing marketing
environment.
Social Media Advertising is here for the long run, in other words it's here to stay. In this presentation I go through the ABC of social media advertising and provide a quick how-to overview on how to embrace Social Media Advertising and make it work for your brand.
This presentation is part of a panel of speeches given at the Fremantle chapter of #HospoBiz, a new Hospitality only networking organization.
For more information on #HospoBiz please visit https://www.facebook.com/hospobiz
To enquire as a speaker, please contact Federica at
federica@mjsocial.com.au
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
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Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
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This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
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Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
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In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
2. Designing and managing integrated
marketing communications
#markcomm
#imc
How communications work and what
marketing communications can do
for a company.
It addresses how holistic marketers
combine and integrate marketing
communications.
4. Communication Platforms
• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Direct marketing
• Interactive marketing
• Word-of-mouth marketing
• Personal selling
6. Characteristics of Advertising
a nonpersonal presentation and promotion of
ideas, goods and services by a known sponsor
Pervasiveness : Repeated message
Amplified, expressiveness: Dramatize
Control
7. Communication Platforms
Sales Promotion
#short term incentives
Contests, games, sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity program
11. Communication Platforms
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
Company magazine
BELO BEAUTY 101
12. Characteristics of Public Relations and
Publicity
Programs directed internally and externally to
protect the company’s image
High credibility : new authentic stories
Ability to reach hard-to-find buyers
Dramatization: stories behind the company
23. 3. PRODUCT LIFE CYCLE STAGE
• Introduction stage : Advertising, events
and experiences, and publicity followed by
personal selling and direct marketing
• Growth stage : word of mouth and
interactive marketing.
• Maturity Stage: Advertising, events and
experiences, and personal selling
• Decline stage: sales promotion
1990 to present
27. AN IDEAL AD CAMPAIGN
The right consumer is exposed to the message at the right time and place
Causes consumer to pay attention
Reflects consumer’s level of understanding and behaviors with product
Correctly positions brand in terms of points-of-difference and points-of-
parity
Motivates consumers to consider purchase of the brand
Creates strong brand associations
28. SAMPLES OF BEST AD CAMPAIGNS
REAL DOVE BEAUTY SKETCHERS (TVAD)
A reminder to every woman that she is beautiful –no matter what other people
say. The ad prolongs engagement with the audience as it prompts them to visit
a site where they can view the individual sketches in the campaign.
29. SAMPLES OF BEST AD CAMPAIGNS
GULPihan sa 7 Eleven ( Interactive)
People were spoiling for a fight online because of the Philippines’
most controversial election. Gulp’s 7-Election wanted to own this.
30. Clear target audience in mind:
potential buyer
current users
deciders or influencers
individuals, groups, particular publics, or the
general public
IMPORTANT FACTORS: USAGE AND LOYALTY
STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS:
STEP 1: IDENTIFYTHETARGET AUDIENCE
32. STEP3 : DESIGNING COMMUNICATIONS
Message Strategy
Appeal to position brand
Establish point-of-parity or point-of-
difference
Service performance or other extrinsic
factors
Rational, social, sensory or ego
satisfaction with result-of-use, product-
in-use and incidental use experience
33. STEP3 : DESIGNING COMMUNICATIONS
CREATIVE STRATEGY
Informational Appeal: product and
service attributes
ADS: problem solution, product
demonstration, product comparison,
testimonials
Transformational Appeal: non-product
benefit or image; stir up emotion
Positive (motivational) or negative
appeal
35. STEP 4: SELECT COMMUNICATION CHANNELS
• PERSONAL COMMUNICATIONS CHANNEL
Direct and interactive marketing, word of mouth, personal selling
Advocate, expert and social channels
• NONPERSONAL CHANNELS
Advertising, sales promotion, events and experience, public relations
INTEGRATION : COMMUNICATION MEDIUMTO OPINION LEADERS TO LESS
INVOLVED POPULATION GROUP
37. Marketing Communication Expenditures Sample
Media PHP (Mn) % of Total
TV 72.1 40
Radio 23.7 13
Internet 45.8 25
Magazines 21.7 12
Newspaper 16.7 9
38. Events and Experiences -sample
• Php 300 Million spent on
sponsorship in 2015
66% sports
11% tours
7% festivals, fairs
2% arts
10% causes
39. STEP 6: DECIDING ON MEDIA MIX
STEP 7: MEASURE RESULTS AND MANAGE
IMC: integration of promotion, public
relations , package design,Web site
development, and direct-mailing
40. Positive and Negative Appeals
BURGER KING WHOOPER FREAK OUT CAMPAIGN (Interactive )
Burger King celebrated the 50th anniversary of theWhopper in 2007 by
showing the reactions of real customers in LasVegas to the news that the
Whopper had been discontinued. On October 30, 2007, hidden film crews
captured the reactions to news that their burger would no longer be
available.
43. MISSION:ADVERTISING OBJECTIVE
TARGET MARKET, BRAND POSITIONING AND
MARKETING PROGRAM
Informative advertising: brand awareness
PersuasiveAdvertising: comparative
advertising
Reminder Advertising: repeat purchase
Reinforcement Advertising: reinforce right
choice made by purchaser
MATURE BRANDS: INCREASE USAGE
NEW BRANDS : ESTABLISH SUPERIORITY
44. MONEY: ADVERTISING BUDGET
• Stage in the product life cycle: Newer products - more
• Market share and consumer base: higher market share and customer base - less
• Competition and clutter: higher number of competitors and higher advertising
spending market - more
• Advertising frequency: More repetitions - more
• Product substitutability: less differentiated products - more
45. MESSAGE
• Message generation and evaluation : What the ad wants to convey
• Creative development and execution: How the ad expresses a brand
claim
• Social-responsibility review: should not offend the general public,
ethnic groups, racial minorities, or special-interest groups
46. MEDIA:
Television
Advantages
Reaches broad spectrum of
consumers
Low cost per exposure
Ability to demonstrate product
use
Ability to portray image and brand
personality
Disadvantages
Brief
Clutter
High cost of production
High cost of placement
Lack of attention by viewers
48. Print Ads
Advantages
Detailed product information
Timely and pervasive
(newspaper)
Ability to communicate user
imagery ( magazine)
Flexibility
Ability to segment
Disadvantages
Passive medium
Clutter
Unable to demonstrate
product use
49. Print Ad Evaluation Criteria
PICTURE HEADLINE COPY
Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or explain the headline and
illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?
50. Deciding on Media and Measuring
Effectiveness
•Deciding on reach, frequency, and impact
•Choosing among major media types
•Selecting specific vehicles
•Deciding on media timing and allocation
•Evaluating advertising effectiveness
51. Media Selection
• Reach (R)—the number of different
persons or households that are
exposed to a particular media
schedule at least once during a
specified period.
• Frequency (F)—The number of times
within the specified period that an
average person or household is
exposed to the message.
• Impact (I)—the qualitative value of
an exposure through a given
medium.
53. Choosing Among Major MediaTypes
Consider Four MainVariables
Target audience and media habits
Product characteristics
Message characteristics
Cost
54. Alternative Advertising Options
• Place advertising (or out-of-home
advertising) is a broad category
including many creative and
unexpected forms to grab consumers’
attention where they work, play, and
shop.
• Billboards
• Public spaces
• Product placement
• Point-of-purchase
• Virtual Worlds
as a MediaVehicle
55. Selecting SpecificVehicles
• Audience size can be measured
by:
• Circulation—number of physical
units carrying the advertising.
• Audience—number of people
exposed to the vehicle.
• Effective audience—number of
people with target audience
characteristics exposed to the
vehicle
57. Deciding on MediaTiming and Allocation
• Continuity—exposures appear evenly
throughout a given period.
• Concentration—spending all ad
dollars in a single period.
• Flighting—advertise for a period,
followed by a period with no
advertising, followed by a second
period of advertising activity.
• Pulsing—continuous advertising at
low-weight levels reinforced
periodically by waves of heavier
activity
58. Evaluating Advertising Effectiveness
Communication-effect research
(called copy testing)—seeks to
determine whether an ad is
communicating effectively.
• Pretesting—before an ad is placed.
• Posttesting—after an ad is placed
Formula for measuring sales impact
of advertising:
• Share of expenditures
• Share of voice
• Share of mind and heart
• Share of market
59. Major Decisions in Using Sales Promotions:
Establish Objectives
Consumers: Sales Force:
> larger purchase > encourage support for new product or model
> trial for non users > more prospecting
> attracting switchers from competitors. > stimulating off season sales
Retailers :
> carry new items
> carry higher inventory
> off season buying
> offset competitive promotions
> brand loyalty
> entry to new retails outlets
60. Major Decisions in Using Sales Promotions:
Select tools
Things to consider:
Type of market
Sales promotion objective
Competitive conditions
Tools cost effectiveness
61. Major Decisions in Using Sales Promotions:
Develop Program
Things to consider:
Determine the size
Conditions for participation
Duration of the promotion
Distribution vehicle
Timing of promotion
Promotional budget
62. Major Decisions in Using Sales Promotions:
Implementation and Evaluation
Lead time – time necessary to prepare the program
Sell in time – from promo launch and when approx. 95% of the deal is on the hand s of
consumers
Ways to evaluate:
Using sales data
Consumer surveys
Experiments
64. Events and Experiences
• Identify with a particular target
market or life style
• Increase awareness of company or
product name
• Create or reinforce perceptions of key
brand image associations
• Enhance corporate image
• Create experiences and evoke
feelings
• Express commitment to the
community or on social issues
• Entertain key clients or reward key
employees
• Permit merchandising or promotional
opportunities
66. Customer Experience
Management: Experience
Providers
Experiential marketing not only
communicates features and
benefits but also connects a
product or service with unique
and interesting experiences
Communications
Identity
Product presence
Co-branding
Communications
Identity
Product presence
Co-branding
67. Public Relations #mpr
Public relations (PR)—includes a
variety of programs to promote or
protect a company’s image or
individual products.
PR Department Functions
• Press relations
• Product publicity
• Corporate communication
• Lobbying
• Counseling
Marketing Public Relations
• Launching new products
• Repositioning a mature product
• Building interest in a product category
• Influencing specific target groups
• Defending products that have
encountered public problems
• Building the corporate image in a way
that reflects favorably on its products
68. MajorTools in Marketing PR
•Publications
•Events
•Sponsorships
•News
•Speeches
•Public-service
activities
•Identity media
72. Direct Marketing
Direct marketing is the use of consumer-direct channels to
reach and deliver goods and services to customers without
using market middlemen.
Channels: Objective:
Direct mail To communicate directly with or
Catalog marketing solicit response or dialogue from
Telemarketing specific customers and prospects.
Kiosks
Web sites
Mobile devices
74. Public and Ethical Issues in Direct
Marketing
1. Irritation
2. Unfairness
3. Deception and fraud
4. Invasion of privacy
75. Interactive Marketing
Interactive marketing – online activities and programs
designed to engaged customers or prospects and
directly or indirectly raise awareness, improve image, or
elicit sales of products and services
Advantages/Disadvantages
• Tailored messages possible
• Easy to track responsiveness
• Contextual ad placement possible
• Search engine advertising possible
• Subject to click fraud
• Consumers develop selective attention
Average time spent per day with select media
according to US Consumers ,2009 (hrs:mins)
76. e-Marketing Guidelines
(How to maximize the marketing value of e-mails)
• Give the customer a reason to respond
• Personalize the content of your emails
• Offer something the customer could not get via direct mail
• Make it easy for customers to unsubscribe
• Combine with other communications such as social media
77. IMPACT OF MARKETING COMMUNICATIONS
BELO MEDICAL GROUP
26 years in the market
10 clinics in Manila, one each in Cebu and
Davao
2007Number one doctor in the world who has
done the most number ofThermage
procedures
2010 Reader’s DigestAward as one of the most
trusted brands
2013 First ambulatory clinic given international
accreditation by National Board of
Accreditation for Hospitals and Healthcare
Providers
Holds 60% of the market share ( Belo Help Desk)
3 out of 10 Filipinos undergo cosmetic surgery per day,
amounting to 100,000 pesos on the average
3 x 100,000 x365 = 109,500,000
5 out of 10 Filipinos undergo dermatologic procedures
Per day, amounting to 2,000 pesos on the average
5 x 2,000 x 365 = 3,650,000
total = 113,150,000 x 60%
= 67,890,000 pesos a year
78. SUMMARY
• The various forms or techniques of marketing communications
namely: advertising, sales promotions, events and experience, Direct and
personal selling, public relations and word-of-mouth were individually
identified, highlighting their salient features and uses through examples
DISCUSSION ON:
• Steps in creating an effective marketing communication
• Creation of marketing communication mix considering the nature of
products and services
• Emphasis on marketing as a dynamic undertaking requiring sensitivity and
skills to capture emerging opportunities in the market