The document discusses developing and managing integrated marketing communications. It outlines the major steps in developing an effective integrated marketing communications program, including identifying the target audience, determining communication objectives and channels, establishing a budget, and selecting a marketing communications mix. It also discusses developing advertising campaigns, sales promotion programs, public relations strategies, and direct marketing efforts. Finally, it emphasizes the importance of carefully integrating and coordinating various communication channels to deliver a clear, consistent message.
The document discusses integrated marketing communication (IMC), defining it as a marketing concept that evaluates strategic roles of communication disciplines and combines them to provide clarity, consistency and impact. It explores the objectives of IMC programs in supporting customer values and communicating brand messages. Various roles within the IMC process are outlined, including the account manager, traffic coordinator, media planner, creative director, and copywriter.
Chapter 17 designing and managing integrated marketing communicationsassiramer
The document discusses integrated marketing communications and the marketing communications mix. It begins by outlining the key topics to be covered, including the role of marketing communications, models of the marketing communication process, steps in developing effective communications, characteristics of the communication mix, and integrated marketing communication programs. It then provides more details on each element of the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, word-of-mouth marketing, events and experiences, and personal selling. It emphasizes that marketers must consider the advantages and costs of each communication tool and match them to their specific product, market, and stage of the brand when developing an integrated marketing communications strategy.
This document discusses organizing and managing holistic marketing organizations. It covers trends in marketing practices, organizing marketing departments by function or customer segment. Key tasks for brand managers include developing strategies, plans, and improving products based on customer research. Building a customer-focused organization requires senior leadership buy-in, appointing marketing leadership, training programs, and empowering employees. The document also discusses social responsibility, cause marketing, and using controls and audits to monitor and improve marketing performance.
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.
This document appears to be the introduction to a marketing communications course. It discusses topics that will be covered including management, marketing, research, segmentation, consumer behavior, and creativity. It provides an overview of these key areas and how they relate to integrated marketing communications and developing a marketing plan.
The document provides an overview of key marketing concepts from Chapter 1 of the textbook Marketing: The Core. It defines marketing and discusses how organizations build customer relationships and value through satisfying consumer needs. The marketing mix, environmental forces, target markets, and a market orientation are described as important elements of an effective marketing program. Customer value, relationship marketing, and the societal marketing concept are also summarized.
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.
The document discusses integrated marketing communication (IMC), which involves coordinating various promotional elements and marketing activities to provide clarity and consistency in communicating with customers. IMC considers all customer touchpoints with a brand from advertising to product packaging. The document outlines the history and evolution of IMC since the 1980s, when companies began integrating promotional tools beyond just advertising. It also discusses the various IMC tools including advertising, sales promotion, public relations, direct marketing and their roles in developing brand identity and a unified customer experience.
The document discusses integrated marketing communication (IMC), defining it as a marketing concept that evaluates strategic roles of communication disciplines and combines them to provide clarity, consistency and impact. It explores the objectives of IMC programs in supporting customer values and communicating brand messages. Various roles within the IMC process are outlined, including the account manager, traffic coordinator, media planner, creative director, and copywriter.
Chapter 17 designing and managing integrated marketing communicationsassiramer
The document discusses integrated marketing communications and the marketing communications mix. It begins by outlining the key topics to be covered, including the role of marketing communications, models of the marketing communication process, steps in developing effective communications, characteristics of the communication mix, and integrated marketing communication programs. It then provides more details on each element of the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, word-of-mouth marketing, events and experiences, and personal selling. It emphasizes that marketers must consider the advantages and costs of each communication tool and match them to their specific product, market, and stage of the brand when developing an integrated marketing communications strategy.
This document discusses organizing and managing holistic marketing organizations. It covers trends in marketing practices, organizing marketing departments by function or customer segment. Key tasks for brand managers include developing strategies, plans, and improving products based on customer research. Building a customer-focused organization requires senior leadership buy-in, appointing marketing leadership, training programs, and empowering employees. The document also discusses social responsibility, cause marketing, and using controls and audits to monitor and improve marketing performance.
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.
This document appears to be the introduction to a marketing communications course. It discusses topics that will be covered including management, marketing, research, segmentation, consumer behavior, and creativity. It provides an overview of these key areas and how they relate to integrated marketing communications and developing a marketing plan.
The document provides an overview of key marketing concepts from Chapter 1 of the textbook Marketing: The Core. It defines marketing and discusses how organizations build customer relationships and value through satisfying consumer needs. The marketing mix, environmental forces, target markets, and a market orientation are described as important elements of an effective marketing program. Customer value, relationship marketing, and the societal marketing concept are also summarized.
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.
The document discusses integrated marketing communication (IMC), which involves coordinating various promotional elements and marketing activities to provide clarity and consistency in communicating with customers. IMC considers all customer touchpoints with a brand from advertising to product packaging. The document outlines the history and evolution of IMC since the 1980s, when companies began integrating promotional tools beyond just advertising. It also discusses the various IMC tools including advertising, sales promotion, public relations, direct marketing and their roles in developing brand identity and a unified customer experience.
The document provides an overview of developing a media plan, including conducting market analysis to establish media objectives and identify target markets. It discusses developing media strategies and implementing tactics, such as determining the appropriate media mix, reach and frequency, scheduling, and creative aspects. Evaluation and follow-up are also important parts of the media planning process. Key concepts covered include different media types like print, broadcast, out-of-home, and digital media as well as metrics for measuring and comparing media.
Kotler chapter 17: Designing and Managing Integrated Marketing Communicationrianparulan
The document outlines concepts for designing and managing integrated marketing communication. It discusses the role of communication in marketing and models for how communication travels from sender to receiver. It presents steps for developing communication, including identifying targets, objectives, message design, and channels. Finally, it addresses mixing different communication types and managing the integrated marketing communication process.
This document discusses designing and managing integrated marketing communications. It covers several key topics: the role of marketing communications in informing, persuading, and reminding consumers; different marketing communication channels like advertising, sales promotion, public relations; how to integrate channels to build brand equity; models for the communications process; developing effective communications by identifying audiences, objectives, and measuring results; and managing the integrated marketing communications process.
Integrated marketing communication (IMC) is a planning process that links all forms of brand communications to ensure customers receive relevant and consistent messaging across media channels. IMC aims to coordinate different media types, both within and across channels, and personal and nonpersonal outlets to maximize impact. When implemented effectively, IMC can build brand equity, increase sales, strengthen message consistency, and enhance the ability to reach targeted customers at the right place and time.
This document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as coordinating all promotional activities, like advertising, personal selling, sales promotion, and direct marketing, to provide a consistent message. It describes the different promotional elements a company can use: advertising, personal selling, public relations, sales promotion, and direct marketing. It also discusses how companies develop their promotional mix by considering their target audience and a product's life cycle stage.
Chapter 17 Designing And Managing Integrated Marketing CommunicationsDiarta
The document outlines eight steps for developing effective marketing communications: 1) Identify the target audience, 2) Determine communication objectives such as brand awareness or purchase intention, 3) Design communications to achieve the desired response by determining the message, creative strategy, and message source, 4) Select communication channels, 5) Establish the budget, 6) Decide on the marketing communication mix, 7) Measure communication results, and 8) Manage the integrated marketing communication process.
This document provides an overview of marketing communication theories. It discusses several models of the consumer decision journey, including the AIDA model, hierarchy of effects model, and elaboration likelihood model. It also covers supporting models such as push/pull communications and the FCB grid. Various elements of message design are outlined, including message appeals, recall, and potential effects. The document serves as an introduction to foundational marketing communication concepts and theories.
The document summarizes Session 4 of an Integrated Marketing Communications course. The session aims to review alternative media forms and the processes involved in selecting media to communicate with intended audiences. It discusses social media in the context of IMC and the structure of an upcoming assignment. Key topics covered include the 4Es and 4Cs frameworks for media strategies, components of the primary communications mix, criteria for selecting media vehicles, concepts in media planning like reach and frequency, and comparing conventional versus digital/social media. The session concludes with an overview of social media strategy and effectiveness drivers, and a case study on the Compare the Meerkat campaign.
Integrated marketing communications (IMC) is an approach where all aspects of marketing work together as a unified force, including advertising, sales promotion, public relations, direct marketing, online communications, and social media. The goal of IMC is to create a seamless customer experience and reinforce a brand's core message. IMC considers factors like a brand's marketing mix, promotional strategies, communications objectives, target audiences, and tactics to ensure consistency across channels. Barriers to effective IMC include functional silos between departments, restricted creativity, and a lack of management expertise in the IMC approach.
LM Ltd offers a certificate program in marketing to help professionals advance their careers. The curriculum covers key marketing concepts and techniques and is overseen by an advisory board from UC Berkeley to ensure relevance. Course topics include marketing research, strategic marketing, analytics, and using social media and new technologies. Students learn from leading industry professionals who provide both theoretical foundations and practical training.
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.
This document is part two of a marketing communication course that discusses various marketing communication tools. It outlines the main communication tools including advertising, direct marketing, personal selling, publicity/public relations, sales promotion, and interactive/internet marketing. For each tool, it provides brief descriptions and examples. The focus is on explaining the different marketing communication models and how they can be integrated to effectively reach target audiences.
The Role of IMC in the Marketing ProcessIndrajit Bage
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers the key stages of target marketing including market segmentation, selecting target markets, and market positioning. It also outlines the marketing planning process, covering decisions around products, prices, distribution channels, and promotional strategies. The overall role of IMC is to develop an integrated approach across these marketing mix elements to effectively reach target audiences.
Module 5 integrated marketing communication strategyJeVaughn Ferguson
The document discusses integrated marketing communications and the promotion mix. It outlines the major promotion tools of advertising, sales promotion, public relations, personal selling, and direct marketing. It also covers developing an effective communication process, setting a promotion budget, and shaping the promotion mix. The goal is to integrate all communication channels to deliver a clear, consistent message about the brand to customers.
Marketing principles have been changing through decades, being influenced by different
environmental factors and advanced technologies. Even how we define marketing is changing, and what we
expect from successful marketing campaign is also changing. The latest definition of marketing is; it is an
exchange process, where needs and wants are satisfied, competing for the purchasing power of consumers
(Brunswick, April 2014)
This document discusses integrated marketing communication strategies for Coca-Cola. It outlines Coca-Cola's use of various marketing communication tools including advertising through print, TV, billboards; direct marketing via partnerships and campaigns; sales promotions for consumers and trade partners; public relations through events and social causes; sponsorship of events like FIFA; and digital marketing on their website, social networks, and mobile app. The overall goal of Coca-Cola's IMC is to remain close to consumers and be part of their daily lives through engaging marketing strategies and social responsibility initiatives.
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It outlines the objectives of understanding the marketing process, the role of advertising and promotion, how different marketing mix elements influence strategy, and concepts like target marketing and market segmentation. The marketing process involves analyzing opportunities, competitors, identifying target markets through segmentation, selecting target segments, developing positioning strategy, and creating a marketing plan that includes decisions around product, price, distribution channels, and promotional strategy.
This document provides an overview of integrated marketing communication (IMC) and the promotion mix. It defines IMC as a planning process to ensure all customer brand contacts are relevant and consistent. The importance of IMC is growing due to more contact points, specialized media, and data-based marketing. The promotion mix includes advertising, sales promotion, public relations, personal selling, direct marketing, and newer tools like social media and mobile marketing. The document outlines steps to develop effective communication, including identifying the target audience, objectives, message design, media selection, source, and feedback collection. It also discusses setting total promotion budgets.
This document provides an overview of advertising and public relations. It discusses the key characteristics of advertising, how people process advertising information, and the different approaches used in developing advertising campaigns. It also outlines how marketers assess advertising effectiveness. Additionally, the document examines the advertising industry and classifications of advertising. It describes the roles of public relations and publicity in marketing communications and the different public relations functions. Finally, it discusses evaluating advertising effectiveness and some of the ethical and legal issues related to advertising.
The document discusses promotion and integrated marketing communications. It defines promotion as how marketers communicate with existing and prospective customers. The key promotional tools are advertising, personal selling, sales promotion, public relations, and direct marketing. An effective communication strategy involves identifying the target market, determining communication objectives, designing messages, choosing media, and collecting feedback. Promotion mix strategies can be push strategies that push products through channels or pull strategies that create consumer demand and pull products through channels. Factors like product type, buyer readiness, and product lifecycle influence the promotion mix design.
BMW introduced the MINI Cooper into the US market with a small budget and staff, facing competition from SUV sales. They broke from traditional auto advertising by mounting MINIs on SUVs in 22 cities as part of an integrated "Let's Motor" campaign using unconventional media. The campaign was a success, growing brand awareness from 2% to 53% of US consumers and exceeding sales projections by over 80%.
The document provides an overview of developing a media plan, including conducting market analysis to establish media objectives and identify target markets. It discusses developing media strategies and implementing tactics, such as determining the appropriate media mix, reach and frequency, scheduling, and creative aspects. Evaluation and follow-up are also important parts of the media planning process. Key concepts covered include different media types like print, broadcast, out-of-home, and digital media as well as metrics for measuring and comparing media.
Kotler chapter 17: Designing and Managing Integrated Marketing Communicationrianparulan
The document outlines concepts for designing and managing integrated marketing communication. It discusses the role of communication in marketing and models for how communication travels from sender to receiver. It presents steps for developing communication, including identifying targets, objectives, message design, and channels. Finally, it addresses mixing different communication types and managing the integrated marketing communication process.
This document discusses designing and managing integrated marketing communications. It covers several key topics: the role of marketing communications in informing, persuading, and reminding consumers; different marketing communication channels like advertising, sales promotion, public relations; how to integrate channels to build brand equity; models for the communications process; developing effective communications by identifying audiences, objectives, and measuring results; and managing the integrated marketing communications process.
Integrated marketing communication (IMC) is a planning process that links all forms of brand communications to ensure customers receive relevant and consistent messaging across media channels. IMC aims to coordinate different media types, both within and across channels, and personal and nonpersonal outlets to maximize impact. When implemented effectively, IMC can build brand equity, increase sales, strengthen message consistency, and enhance the ability to reach targeted customers at the right place and time.
This document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as coordinating all promotional activities, like advertising, personal selling, sales promotion, and direct marketing, to provide a consistent message. It describes the different promotional elements a company can use: advertising, personal selling, public relations, sales promotion, and direct marketing. It also discusses how companies develop their promotional mix by considering their target audience and a product's life cycle stage.
Chapter 17 Designing And Managing Integrated Marketing CommunicationsDiarta
The document outlines eight steps for developing effective marketing communications: 1) Identify the target audience, 2) Determine communication objectives such as brand awareness or purchase intention, 3) Design communications to achieve the desired response by determining the message, creative strategy, and message source, 4) Select communication channels, 5) Establish the budget, 6) Decide on the marketing communication mix, 7) Measure communication results, and 8) Manage the integrated marketing communication process.
This document provides an overview of marketing communication theories. It discusses several models of the consumer decision journey, including the AIDA model, hierarchy of effects model, and elaboration likelihood model. It also covers supporting models such as push/pull communications and the FCB grid. Various elements of message design are outlined, including message appeals, recall, and potential effects. The document serves as an introduction to foundational marketing communication concepts and theories.
The document summarizes Session 4 of an Integrated Marketing Communications course. The session aims to review alternative media forms and the processes involved in selecting media to communicate with intended audiences. It discusses social media in the context of IMC and the structure of an upcoming assignment. Key topics covered include the 4Es and 4Cs frameworks for media strategies, components of the primary communications mix, criteria for selecting media vehicles, concepts in media planning like reach and frequency, and comparing conventional versus digital/social media. The session concludes with an overview of social media strategy and effectiveness drivers, and a case study on the Compare the Meerkat campaign.
Integrated marketing communications (IMC) is an approach where all aspects of marketing work together as a unified force, including advertising, sales promotion, public relations, direct marketing, online communications, and social media. The goal of IMC is to create a seamless customer experience and reinforce a brand's core message. IMC considers factors like a brand's marketing mix, promotional strategies, communications objectives, target audiences, and tactics to ensure consistency across channels. Barriers to effective IMC include functional silos between departments, restricted creativity, and a lack of management expertise in the IMC approach.
LM Ltd offers a certificate program in marketing to help professionals advance their careers. The curriculum covers key marketing concepts and techniques and is overseen by an advisory board from UC Berkeley to ensure relevance. Course topics include marketing research, strategic marketing, analytics, and using social media and new technologies. Students learn from leading industry professionals who provide both theoretical foundations and practical training.
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.
This document is part two of a marketing communication course that discusses various marketing communication tools. It outlines the main communication tools including advertising, direct marketing, personal selling, publicity/public relations, sales promotion, and interactive/internet marketing. For each tool, it provides brief descriptions and examples. The focus is on explaining the different marketing communication models and how they can be integrated to effectively reach target audiences.
The Role of IMC in the Marketing ProcessIndrajit Bage
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers the key stages of target marketing including market segmentation, selecting target markets, and market positioning. It also outlines the marketing planning process, covering decisions around products, prices, distribution channels, and promotional strategies. The overall role of IMC is to develop an integrated approach across these marketing mix elements to effectively reach target audiences.
Module 5 integrated marketing communication strategyJeVaughn Ferguson
The document discusses integrated marketing communications and the promotion mix. It outlines the major promotion tools of advertising, sales promotion, public relations, personal selling, and direct marketing. It also covers developing an effective communication process, setting a promotion budget, and shaping the promotion mix. The goal is to integrate all communication channels to deliver a clear, consistent message about the brand to customers.
Marketing principles have been changing through decades, being influenced by different
environmental factors and advanced technologies. Even how we define marketing is changing, and what we
expect from successful marketing campaign is also changing. The latest definition of marketing is; it is an
exchange process, where needs and wants are satisfied, competing for the purchasing power of consumers
(Brunswick, April 2014)
This document discusses integrated marketing communication strategies for Coca-Cola. It outlines Coca-Cola's use of various marketing communication tools including advertising through print, TV, billboards; direct marketing via partnerships and campaigns; sales promotions for consumers and trade partners; public relations through events and social causes; sponsorship of events like FIFA; and digital marketing on their website, social networks, and mobile app. The overall goal of Coca-Cola's IMC is to remain close to consumers and be part of their daily lives through engaging marketing strategies and social responsibility initiatives.
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It outlines the objectives of understanding the marketing process, the role of advertising and promotion, how different marketing mix elements influence strategy, and concepts like target marketing and market segmentation. The marketing process involves analyzing opportunities, competitors, identifying target markets through segmentation, selecting target segments, developing positioning strategy, and creating a marketing plan that includes decisions around product, price, distribution channels, and promotional strategy.
This document provides an overview of integrated marketing communication (IMC) and the promotion mix. It defines IMC as a planning process to ensure all customer brand contacts are relevant and consistent. The importance of IMC is growing due to more contact points, specialized media, and data-based marketing. The promotion mix includes advertising, sales promotion, public relations, personal selling, direct marketing, and newer tools like social media and mobile marketing. The document outlines steps to develop effective communication, including identifying the target audience, objectives, message design, media selection, source, and feedback collection. It also discusses setting total promotion budgets.
This document provides an overview of advertising and public relations. It discusses the key characteristics of advertising, how people process advertising information, and the different approaches used in developing advertising campaigns. It also outlines how marketers assess advertising effectiveness. Additionally, the document examines the advertising industry and classifications of advertising. It describes the roles of public relations and publicity in marketing communications and the different public relations functions. Finally, it discusses evaluating advertising effectiveness and some of the ethical and legal issues related to advertising.
The document discusses promotion and integrated marketing communications. It defines promotion as how marketers communicate with existing and prospective customers. The key promotional tools are advertising, personal selling, sales promotion, public relations, and direct marketing. An effective communication strategy involves identifying the target market, determining communication objectives, designing messages, choosing media, and collecting feedback. Promotion mix strategies can be push strategies that push products through channels or pull strategies that create consumer demand and pull products through channels. Factors like product type, buyer readiness, and product lifecycle influence the promotion mix design.
BMW introduced the MINI Cooper into the US market with a small budget and staff, facing competition from SUV sales. They broke from traditional auto advertising by mounting MINIs on SUVs in 22 cities as part of an integrated "Let's Motor" campaign using unconventional media. The campaign was a success, growing brand awareness from 2% to 53% of US consumers and exceeding sales projections by over 80%.
The document discusses advertising, sales promotion, and public relations. It defines each term and explains their roles in promotion. It outlines the major decisions involved in developing an advertising program, such as setting objectives, budgets, and strategies. It also describes how sales promotion campaigns are developed and implemented through tools targeted at consumers, trade partners, and salesforces. Finally, it discusses how companies use public relations to build relations with key audiences.
This document discusses integrated marketing communications (IMC), including the need for IMC, the IMC process, developing marketing communications, setting promotional budgets, and ensuring socially responsible communications. The case study of UPS repositioning itself and implementing a new campaign using various communication channels is provided as an example of IMC.
What is Integrated Marketing Channels (IMC)Integrated marketinglorileemcclatchie
What is Integrated Marketing Channels (IMC)?
Integrated marketing communications (IMC) refers to integrating and coordinating the company’s many communications channels (Promotional Mix) to deliver a clear, consistent, and compelling message about the organization and its products.
What is the role of the Promotional Mix?
Promotion Mix, or marketing communications mix, refers to the precise blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships. There are five major promotion tools:
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion involves short-term incentives to encourage the purchase or sale of a product or service.
Personal selling is personal customer interactions with the firm’s sales force for the purpose of making sales and building customer relationships.
Public relations refers to building good relationships with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
IMC is Evolving, Why?
In this digital, wireless world, consumers are better informed and more Communications empowered. Rather than relying on marketer-supplied information, they can use the Internet, social media, and other technologies to find information on their own.
Marketers are developing focused marketing strategies designed to build closer relationships with customers in more narrowly defined “target markets.”
Advances in digital technology are causing remarkable changes in the ways companies and customers communicate with each other.
Learning Objectives
Upon completion of the course, students will be able to:
Explain the development of an advertising campaign
Apply advertising strategies to real-world examples
Analyze when and how advertising and PR should be a part of a marketing campaign
Create a marketing strategy to address the needs and wants of a target market
Module Reading and Resources
Textbook
:
Marketing: An Introduction
, Chapter 12
This chapter will provide an overview on how companies use advertising and PR as part of their larger marketing strategy
Access this resource by going to the
MyMarketingLab
area under the course Table of Contents menu.
Presentation:
Marketing Concept Glossary V
Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this week. You can also look up words in the glossary found along the left-hand navigation bar.
Video:
Ad Campaign
This video illustrates the process for developing an ad campaign. Transcript available
here
. ...
The document provides an overview of integrated marketing communications (IMC). It defines IMC as a planning concept that evaluates various communication disciplines and combines them to provide clarity, consistency and maximum impact. The document discusses two key ideas in IMC - one-voice marketing communications and integrated communications. It also outlines various IMC tools including advertising, direct marketing, interactive marketing, sales promotion, publicity/PR and personal selling. The document concludes by discussing promotional management and models that help conceptualize the buying process.
Designing and Managing Integrated Marketing CommunicationsSumit Pradhan
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.
This document provides an overview and outline for an advertising course. The course aims to help students understand the role of advertising in marketing communications and consumer behavior. Students will learn how to develop advertising strategies and plans, examine creative execution and production techniques, and evaluate advertising effectiveness. The course will cover topics like branding, integrated marketing communications, media planning, and the societal impact of advertising. It includes a schedule of lecture topics, assignments, reading materials and grading criteria.
International Marketing Communication and its process..promotional tools Radhika Arora
This document provides an overview of international marketing communications and promotional strategies. It discusses key concepts such as:
- The definition of integrated marketing communications as coordinating all marketing tools to maximize impact at minimal cost.
- How communication is important for export marketing to provide buyers with needed purchase decision information.
- Common objectives, metrics and steps for planning international promotional campaigns, including determining target audiences, budgets, and effectiveness measurements.
The document discusses various topics related to integrated marketing communications including:
1. There are typically 7 major modes of marketing communication including advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling.
2. When developing global communications, companies must decide if their product, target segment, and ad style are appropriate for other countries. They also must determine whether to create ads locally or globally.
3. Personal selling contributions include increasing stock positions, building dealer enthusiasm, missionary selling to new dealers, and key account management.
4. Marketers should aim to communicate truthfully and avoid unethical practices like misleading claims or hiding important details from consumers.
This document discusses advertising, sales promotion, and public relations. It defines each area and explains major decisions involved in developing programs for advertising, sales promotion, and public relations. These include setting objectives and budgets, developing strategies, and evaluating effectiveness. Various tools used in advertising, sales promotion, and PR are also outlined.
The document discusses integrated marketing communication and its various elements. It defines integrated marketing communication as combining different communication modes like advertising, sales promotion, public relations, personal selling, and direct marketing to provide a complete communication portfolio to audiences. It also discusses the communication process and how each element of the marketing mix communicates to customers. The document provides details on the key components of an integrated marketing communication mix and how it can be used to build brand equity.
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 valueTODAYHIGHLIGHTS
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.
Integrated marketing communication by manish badhiyeManish Badhiye
Integrated Marketing Communication involves carefully coordinating all aspects of marketing promotion, including advertising, sales promotion, public relations, personal selling, direct marketing, and interactive/internet marketing. The goal is to deliver a clear, consistent message to the target audience. An effective IMC plan evaluates the current promotional situation, determines the role of each promotion tool, develops strategies for each, and plans implementation and evaluation. Coordinating all communication tools and messages ensures the audience receives a unified perspective on the brand or organization.
Here are 3 potential responses to the questions:
1. Marketing communication involves the exchange of information between individuals through various symbols and behaviors. Some examples of this include non-verbal cues like eye contact, body language, facial expressions, and gestures.
2. An important part of integrated marketing communication is having a single, coordinated message and image presented across different platforms. This could be achieved through targeted weekly ads from supermarkets or online banner ads tailored to individuals based on their online activity.
3. Integrated marketing communication provides synergies where different communication tools, like advertising, public relations, direct marketing and sales promotion, work together to have a greater impact than when used separately. It also allows for better use of funds and a balanced
This document discusses the promotional mix, which consists of advertising, personal selling, sales promotion, and publicity. It defines each element and discusses their advantages and disadvantages. The document also covers developing an advertising program, which involves setting objectives, budget, strategy, and messages. A large portion discusses advertising in particular, including definitions, meaning, and the 4 decisions involved in developing an advertising program: objectives, budget, strategy, and messages.
Sales promotion is a tool used in integrated marketing communications to boost sales and attract new customers. It allows companies to temporarily lower prices to gain customers without incurring losses. Sales promotions influence trade and consumer behavior by increasing customer numbers, sales, attracting new customers, and rewarding loyal ones.
This document provides an outline for an advertising theory and practice course. It includes the course code, instructor details, description and rationale. It outlines the aims, learning outcomes, grading format, teaching schedule, required textbooks and materials. It also summarizes key topics that will be covered in the course, including the role of advertising, integrated communications, types of advertising, key players, and functions and effectiveness of advertising.
Chapter 17 designing and managing integrated marketing zhaoyang zhao
The document discusses key concepts in integrated marketing communications including the eight major models of marketing communication mix (advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, personal selling), the correct sequence for the macro and micro communication process models, the hierarchy-of-effects model, nonpersonal communication channels, methods for setting promotion budgets, challenges in developing global communications, and considerations for ethical marketing communications.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
The Marketing Communications Mix This CTR relates to the material on pp. 422-423. Tools of The Marketing Communications Mix Advertising. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising often utilizes mass media and may be adapted to take advantages of a given mediums strengths to convey information. Sales Promotion. Sales promotions consist of short-term incentives to encourage purchase of sales of a product or service. Limited time offers or dated coupons are common sales promotions. Public Relations. Public relations is an on-going process of building good relations with the various publics of the company. Key elements in the process are obtaining favorable publicity, building and projecting a good "corporate image," and designing an information support and response team to respond proactively to unfavorable rumors, stories, or events. Personal Selling. Personal selling describes the use of oral presentations in a conversation with one or more prospective buyers for the purposes of making a sale. Personal selling combines product information and benefits with the interpersonal dynamics of the sales person. Good interpersonal relationship skills and effective oral communication skills are needed for personal selling. Direct Marketing. Directed communications with carefully targeted individual consumers to obtain an immediate response.
Setting the Promotion Mix This CTR relates to the material on pp. 433-435. The Nature of Each Promotion Tool Advertising . Advertising’s public nature helps legitimize the product. It also allows marketers to repeat the message to a wide audience. Large-scale campaigns communicate something positive about the seller’s size, popularity, and success. Advertising is also very expressive and can make use of powerful symbols and sensory appeals. Its shortcoming include expense, one-way communication, being impersonal, and lack of control over situational reception. Personal Selling . Personal selling is the most effective promotion tool at certain stages in the buying process, especially in building preferences, convictions, and actions. The personal contact is two-way and allows adaptation to buyer reactions and the establishment of relationships. Personal selling is also the most expensive promotion tool and requires a long-term commitment to build an effective salesforce. Sales Promotion . Sales promotion includes coupons, contests, cents-off deals, premiums, rebates, and other techniques designed to elicit a quick response. Sales promotions usually influence the timing of a purchase rather than the decision to purchase. Public Relations . Public relations includes news stories, features, and reporting on company activities from objective and credible third-party sources. These events are perceived as more believable than company-controlled promotions. Difficulties include the lack of message content, format, and structure control over the public relations event. Further, public relations are generally under used by marketers both strategically and tactically. Direct Marketing. Direct marketing includes such things as direct mail, telemarketing, electronic marketing, online marketing, and others.
Factors in Developing Promotion Mix Strategies This CTR relates to the material on pp. 435-437. Factors in Setting the Promotion Mix Push or Pull Strategy. The promotion mix is also affected by the company's decision on either a push or pull strategy. Push strategies rely on personal selling and sales promotions to encourage intermediaries to take the product and promote, thus "pushing" it through the channel. Pull strategies rely on advertising and consumer promotions to build up demand in the target market of ultimate consumer whose behavior effectively "pulls" the product through the channel. Type of Market. The type market, consumer or industrial, varies the importance of the promotion tools available to marketers. Advertising weighs heavily in consumer markets whereas personal selling plays the greatest role in industrial markets. Buyer Readiness State. The buyer will be more receptive to some promotion tools than others depending upon their particular buyer readiness state. Advertising and public relations help create awareness and increase knowledge. Liking and preference are more affected by personal selling and advertising together. Conviction and purchase come first from advertising and then personal selling to close depending upon the kind of product being considered. Product Life Cycle Stage. The stage in the product life cycle also describes different appropriate promotion mix variations. Introduction utilizes advertising and public relations to build awareness and personal selling to facilitate motivate channel members to carry it. In growth, the need for personal selling diminishes. In maturity, personal selling helps differentiate it again in distribution. In decline, sales promotion may be the most emphasized of the promotion mix tools.