Integrated Marketing Communication
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Integrated marketing communications (IMC) is important for connecting with target audiences across multiple channels. IMC involves identifying the audience, objectives, channels, and budget, then designing communications and measuring results. IMC provides more contact points through various media like TV, social media, and direct marketing. It allows targeting specialized media channels to different age groups. IMC also helps link brands to lifestyles to build loyal customer segments. As competition increases, retaining existing valuable customers is cheaper than acquiring new ones, making IMC crucial. Marketers can now leverage large amounts of customer data to design highly targeted campaigns.
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The document outlines major steps for developing an effective marketing communication plan, including determining the target audience and their needs, formulating messaging strategies around brand awareness, attitude, and purchase intention, and designing creative and message strategies. It also discusses selecting efficient and affordable media to coordinate an integrated marketing communication plan.
What are the major steps in developing effective communication
The major steps in developing effective communication are:
1. Identify the target audience and their characteristics.
2. Determine the communication objectives such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Design the communication strategy by formulating appealing messages aligned with the brand positioning, developing creative strategies to convey product benefits or image, and selecting appropriate message sources.
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This document contains 10 learning questions about integrated marketing communications from Chapter 17. The questions cover topics such as how marketing communications can contribute to brand equity, the different modes of marketing communications like public relations and sales promotion, the types of creative and message strategies used, and methods for establishing integrated marketing communications budgets. The document provides definitions and explanations for each question to help understand the key concepts being tested.
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1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
What are the major steps in developing effective communications
The major steps in developing effective marketing communication are:
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2) Designing the communication by determining the message, how to convey it creatively, and the spokesperson.
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What are the major steps in developing effective communications?
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Major Steps in Developing Effective Communication
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2. Determining the communication category, such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Designing the communication by developing message and creative strategies and selecting an appropriate message source.
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Chapter 17 Designing And Managing Integrated Marketing Communications
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.
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Integrated marketing communication involves coordinating different promotional tools such as advertising, sales promotion, public relations, direct marketing, and personal selling to deliver a unified message about a company's brands. Selecting an effective marketing communication mix depends on factors like the product, its stage in the product lifecycle, and buyers' readiness which progresses from awareness to purchase. Common models for integrated marketing communication are AIDA (Attention, Interest, Desire, Action) and the Hierarchy of Effects.
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The document discusses the marketing communications mix, which consists of eight major communication models: advertising, sales promotion, public relations, events and experiences, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. When choosing a marketing communications mix, marketers must consider the advantages and costs of each tool as well as factors like the product, market, consumer readiness, and stage in the product lifecycle. The optimal mix depends on examining these distinctive qualities and determining what will most effectively introduce, build enthusiasm for, and remind consumers about the company and its products.
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The document outlines 8 steps to develop effective marketing communications: 1) Identify the target audience and communication objectives like brand awareness or purchase intention. 2) Design the message strategy and creative strategy to convey the message. 3) Choose between informational or transformational appeals. 4) Select communication channels like advertising, social media, or events. 5) Estimate the total communications budget using methods like percentage-of-sales or competitive parity. The goal is to integrate different channels to effectively reach the target audience.
What are the major steps in developing effective communication?
The major steps in developing effective communications are:
1. Identify the target audience and determine communication objectives like creating brand awareness, changing brand attitudes, or increasing purchase intentions.
2. Design the communication strategy by determining the message, how it will be creatively delivered, and the spokesperson. The message strategy ties into brand positioning while the creative strategy can be informational or transformational.
3. Select communication channels that may be personal like sales or non-personal like advertising, promotions, events or public relations.
4. Establish the total marketing budget as a percentage of sales, to achieve competitive parity, or based on objectives and associated costs.
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1) Communication feedback models that describe the steps in the communication process from sender to receiver.
2) Models for understanding consumer response to advertising, including the elaboration likelihood model and cognitive response model.
3) Integrated marketing communications (IMC) models which aim to coordinate marketing components to influence brand information and build profitable relationships.
The key point is that understanding how consumers process information and how advertising fits into the communication process helps to set objectives and evaluate advertising results more effectively.
Integrated Marketing Communication
Marketing communications is part of the marketing mix and includes all means a company uses to communicate with current and potential customers. The goal is to present an integrated set of messages to elicit a desired response from the target market. Marketing communications not only informs customers but also differentiates products and can impact demand. An effective marketing communications strategy must be coordinated with the target segments, positioning, differentiation, and brand image.
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This document discusses integrated marketing communications. It outlines 10 major modes of marketing communication including advertising, sales promotion, public relations, direct marketing, and interactive marketing. It also provides steps for developing effective communications such as identifying the target audience, determining objectives, designing communications, selecting channels, and measuring results. Finally, it covers concepts like designing message and creative strategies, selecting communication channels, and determining affordable marketing budgets.
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This document discusses integrated marketing communications. It outlines 10 major modes of marketing communication including advertising, sales promotion, public relations, direct marketing, and interactive marketing. It also provides steps for developing effective communications such as identifying the target audience, determining objectives, designing communications, selecting channels, and measuring results. Finally, it covers concepts like designing message and creative strategies, selecting communication channels, and determining affordable marketing budgets.
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Integrated Marketing Communications (IMC) refers to a strategic approach that combines and harmonizes various marketing communication elements to create a cohesive and consistent brand message. It involves integrating different communication channels, such as advertising, public relations, direct marketing, digital marketing, and more, to deliver a unified and seamless brand experience to the target audience.
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The key benefits of IMC include building a strong brand image, improving communication efficiency, enhancing the customer experience, increasing marketing effectiveness, and optimizing cost efficiency. By integrating marketing communications, organizations can create a unified and impactful campaign that resonates with their target audience, strengthens brand recognition, and ultimately drives business success.
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Designing & managing integrated marketing communications
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.
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This document outlines steps for developing effective communications, including:
1. Identifying the target audience, such as potential buyers, current users, or influencers.
2. Determining the communication category, such as creating brand awareness, improving brand attitude, or increasing purchase intention.
3. Designing the communication by developing message and creative strategies and selecting an appropriate message source.
4. Choosing communication channels, which can be personal like advocates or non-personal like advertising.
5. Establishing the total marketing communications budget using methods like the affordable, percentage-of-sales, competitive-parity, or objective and task approaches.
What are the major steps in developing effective communications?
Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com
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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.
Chapter 17 Designing And Managing Integrated Marketing Communications
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INTEGRATED MARKETING COMMUNICATIONS (IMC)
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Integrated Marketing Communication
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Integrated marketing communication involves coordinating different promotional tools such as advertising, sales promotion, public relations, direct marketing, and personal selling to deliver a unified message about a company's brands. Selecting an effective marketing communication mix depends on factors like the product, its stage in the product lifecycle, and buyers' readiness which progresses from awareness to purchase. Common models for integrated marketing communication are AIDA (Attention, Interest, Desire, Action) and the Hierarchy of Effects.
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The document discusses the marketing communications mix, which consists of eight major communication models: advertising, sales promotion, public relations, events and experiences, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. When choosing a marketing communications mix, marketers must consider the advantages and costs of each tool as well as factors like the product, market, consumer readiness, and stage in the product lifecycle. The optimal mix depends on examining these distinctive qualities and determining what will most effectively introduce, build enthusiasm for, and remind consumers about the company and its products.
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The document outlines 8 steps to develop effective marketing communications: 1) Identify the target audience and communication objectives like brand awareness or purchase intention. 2) Design the message strategy and creative strategy to convey the message. 3) Choose between informational or transformational appeals. 4) Select communication channels like advertising, social media, or events. 5) Estimate the total communications budget using methods like percentage-of-sales or competitive parity. The goal is to integrate different channels to effectively reach the target audience.
What are the major steps in developing effective communication?
The major steps in developing effective communications are:
1. Identify the target audience and determine communication objectives like creating brand awareness, changing brand attitudes, or increasing purchase intentions.
2. Design the communication strategy by determining the message, how it will be creatively delivered, and the spokesperson. The message strategy ties into brand positioning while the creative strategy can be informational or transformational.
3. Select communication channels that may be personal like sales or non-personal like advertising, promotions, events or public relations.
4. Establish the total marketing budget as a percentage of sales, to achieve competitive parity, or based on objectives and associated costs.
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The document discusses various models and frameworks for understanding communication and advertising, including:
1) Communication feedback models that describe the steps in the communication process from sender to receiver.
2) Models for understanding consumer response to advertising, including the elaboration likelihood model and cognitive response model.
3) Integrated marketing communications (IMC) models which aim to coordinate marketing components to influence brand information and build profitable relationships.
The key point is that understanding how consumers process information and how advertising fits into the communication process helps to set objectives and evaluate advertising results more effectively.
Integrated Marketing Communication
Marketing communications is part of the marketing mix and includes all means a company uses to communicate with current and potential customers. The goal is to present an integrated set of messages to elicit a desired response from the target market. Marketing communications not only informs customers but also differentiates products and can impact demand. An effective marketing communications strategy must be coordinated with the target segments, positioning, differentiation, and brand image.
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This document discusses integrated marketing communications. It outlines 10 major modes of marketing communication including advertising, sales promotion, public relations, direct marketing, and interactive marketing. It also provides steps for developing effective communications such as identifying the target audience, determining objectives, designing communications, selecting channels, and measuring results. Finally, it covers concepts like designing message and creative strategies, selecting communication channels, and determining affordable marketing budgets.
Assignment
This document discusses integrated marketing communications. It outlines 10 major modes of marketing communication including advertising, sales promotion, public relations, direct marketing, and interactive marketing. It also provides steps for developing effective communications such as identifying the target audience, determining objectives, designing communications, selecting channels, and measuring results. Finally, it covers concepts like designing message and creative strategies, selecting communication channels, and determining affordable marketing budgets.
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Designing & managing integrated marketing communications
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What are the major steps in developing effective communications?
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Chapter 17 designing and managing integrated marketing communications
Chapter 17 designing and managing integrated marketing communications
Chapter 17 Designing And Managing Integrated Marketing Communications
Chapter 17 Designing And Managing Integrated Marketing Communications
Introduction to integrated marketing communication
Introduction to integrated marketing communication
Ch16 developing effective marketing communications
Ch16 developing effective marketing communications
Kotler chapter 17: Designing and Managing Integrated Marketing Communication
Kotler chapter 17: Designing and Managing Integrated Marketing Communication
What is communication mix and how should it be set
What is communication mix and how should it be set
Ch16 developing effective marketing communications
Ch16 developing effective marketing communications
What are the major steps in developing effective communication?
What are the major steps in developing effective communication?
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The Written Report
You should include the following sections in your written report:
Executive Summary
Introduction
IMC Objectives
Market Analysis
Communications Strategy Plans
•Traditional Media
•Internet
•Direct Marketing
•Sales Promotion
•Public Relations (PR)
Conclusions
To expand, the content of each section should address the following:
IMC Objectives (Quantify)
Identify the brand and the principle objectives of the campaign and quantify where possible:
•Attract new customers
•Retain existing customers
•Branding objectives
•Marketing and corporate objectives
Market Analysis
A detailed analysis will provide the specific details for decision-making:
•SWOT
•Segmentation and Targeting
•Positioning
•Product/Service
•Customer Profile
•Marketing Channels
Communications Strategy Plans
Listed here are the typical options available that form the communications strategy mix – marketers must think about how they need to match competitors or provide novelty, each strategy requires a specific objective, a media strategy, a media plan, and a budget, these are described more fully below:
•Traditional Media
•Internet
•Direct Marketing
•Sales Promotion
•Public Relations (PR)
Communications Schedule
Using a calendar that covers the timeframe of the proposed IMC indicate when the specific elements of the communications strategy mix will occur – including:
•Launch dates
•Key events
Budget and Evaluation
Develop a list of the planned communications strategy mix and estimate the costs of each component
To elaborate further on the Communications Strategy Section there are numerous options; marketers should consider a mix of the following depending on the problem being addressed – you may wish to provide additional strategies that you feel are more relevant.
Each communications strategy (e.g. a traditional media campaign involving a print ad in a magazine) requires:
•Specific Objective
•Media strategy: Big idea, Message, Copy, Visuals
•Media Plan: Reach and Frequency
•Budget: How much will this cost?
Traditional Media
A paid for, mass-mediated, attempt to persuade, use to build brand identity, this is a big investment:
•Television, Print and Radio
Internet
As advertising became more expensive and the Internet grew – online communications have become a cost effective option with the added benefit of being measurable (closed-loop marketing) – this area has become highly specialized:
•Search engine optimization (SEO) strategy: Google AdWords
•Online advertising: Banners, reciprocal links
•Social media: Facebook, Twitter, YouTube, Pinterest, Instagram…
•Website
Direct Marketing
Direct marketing evolved from the catalog business, which involved gathering customer information – this approach is data base driven and is used to send personalized messages either by mail, phone, email or text messages, inviting a direct response. There is an important role for direct marketing in branding as it facilitates relationship building and customer retention. T.
Ccsdbyhday1santodms
Digital marketing certification provides an overview of digital marketing concepts and tactics. It discusses that marketing is now about building relationships through dialogue rather than just generating transactions. The summary discusses key digital marketing tactics like search engine optimization, content marketing, social media marketing, email marketing, and more. It also covers the rise of digital consumers and their expectations. Measurement and budgeting for content marketing are also addressed. The document provides a comprehensive overview of digital marketing strategies and best practices.
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Integrated Marketing Communication
- 1. INTEGRATED MARKETING COMMUNICATIONS DESIGN COMMUNICATION IMPORTANCE OF INTEGRATED MARKETING COMMUNICATIONS
- 2. QUESTION 5 How to design the communication? Give five reasons why Integrated Marketing Communication is important these days?
- 3. STEPS TO DESIGN IMC Identify target audience Determine objectives Design Communications Select Channels Establish BudgetDecide on Media Mix Measure results/ Manage IMC
- 4. Format: It is a creative part of marketing communication, and involves decisions like headlines, texts, color, an visual for a print copy. 1.Source: It has great importance that how the message is communicated to the customer 1.Structure: The structure should be as such that the target audience is attracted and makes the correct conclusion out of it which was thought by the marketer to be conveyed. 1.Content: The words should be appropriate and appealing. Controversial words or statements should be avoided. The content should be able to stand out in the noise created by the competitor. DESIGN COMMUNICATION
- 5. IMPORTANCE OF IMC More points of Contact Radio, television, social media, direct marketing, word-of-mouth Specialized Media Channels Due to specialized channels for different age groups, brands can deliver advertising and promotions that can prove to be much more effective than traditional media outlets. Increasing link between brand choice and lifestyle Brands can be affiliated with a particular lifestyle, making their customer segment much more loyal.
- 6. Competition has increased and customers are more valuable It is much cheaper to market to an existing consumer than to acquire a new one. And somexisting customers are more valuable than ever before. Marketing has come to focus on data Marketers are now able to use a massive amount of data about their target audience, allowing them to design extremely targeted campaigns