Integrated marketing communication
•Download as PPTX, PDF•
3 likes•446 views
MarCom refers to all messages and media used to communicate with the market. Integrated Marketing Communication (IMC) is defined as a planning process to ensure all brand contacts with a customer are relevant, consistent over time. IMC involves using various contact points and media to engage with customers who have increasing power due to internet use. Common types of IMC include consumer promotions, trade promotions, business promotions, events, public relations, direct marketing, and online activities. Communication process models also help explain how effective communication occurs.
Report
Share
Report
Share
Recommended
Integrated marketing communication
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.
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.
Designing and managing integrated marketing communication
This document discusses integrated marketing communications and the major steps in developing an effective communications program. It defines marketing communications and lists the main communication modes. The major steps in developing communications are identifying the target audience, determining objectives, designing the message, selecting channels, establishing a budget, and measuring results. It also discusses elements of the communications process, developing effective creative strategies, and setting an optimal communications mix.
Kotler Chapter 17 Individual Report
The document discusses integrated marketing communications and effective communication strategies. It explains that marketing helps build brand equity and sales, and the most effective communications can achieve multiple objectives. It also notes that determining the who, what and why of a message is important for effective communication. Finally, it introduces integrated marketing communications as a comprehensive plan that combines various communication disciplines to provide clarity and consistency through integrated messaging.
Integrated Marketing Communications
This document discusses integrated marketing communication and marketing communications. It covers topics such as the definition of marketing communications, how it informs and persuades consumers. It also discusses brand equity and how it adds value for products and services. Additionally, it outlines the communication process models and an ideal advertising campaign. Key aspects of developing effective communications are identified such as determining objectives and target audiences. It provides details on communication channels and the marketing communications mix.
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Integrated marketing communications (IMC) involves strategically integrating multiple communication channels to send a consistent message to target markets. IMC must be shaped by an understanding of consumer behavior and economic and retail trends. The communication process involves encoding a message, transmitting it through a channel, decoding it, and providing feedback. Advertising is a form of paid communication through non-personal media used to inform, persuade, or remind target customers about products, brands, or causes.
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.
Ch 17 designing imc monedero
This document contains 10 learning questions about integrated marketing communications from Chapter 17. The questions cover topics such as how marketing communications can contribute to brand equity, the different modes of marketing communications like public relations and sales promotion, the types of creative and message strategies used, and methods for establishing integrated marketing communications budgets. The document provides definitions and explanations for each question to help understand the key concepts being tested.
Recommended
Integrated marketing communication
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.
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.
Designing and managing integrated marketing communication
This document discusses integrated marketing communications and the major steps in developing an effective communications program. It defines marketing communications and lists the main communication modes. The major steps in developing communications are identifying the target audience, determining objectives, designing the message, selecting channels, establishing a budget, and measuring results. It also discusses elements of the communications process, developing effective creative strategies, and setting an optimal communications mix.
Kotler Chapter 17 Individual Report
The document discusses integrated marketing communications and effective communication strategies. It explains that marketing helps build brand equity and sales, and the most effective communications can achieve multiple objectives. It also notes that determining the who, what and why of a message is important for effective communication. Finally, it introduces integrated marketing communications as a comprehensive plan that combines various communication disciplines to provide clarity and consistency through integrated messaging.
Integrated Marketing Communications
This document discusses integrated marketing communication and marketing communications. It covers topics such as the definition of marketing communications, how it informs and persuades consumers. It also discusses brand equity and how it adds value for products and services. Additionally, it outlines the communication process models and an ideal advertising campaign. Key aspects of developing effective communications are identified such as determining objectives and target audiences. It provides details on communication channels and the marketing communications mix.
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Integrated marketing communications (IMC) involves strategically integrating multiple communication channels to send a consistent message to target markets. IMC must be shaped by an understanding of consumer behavior and economic and retail trends. The communication process involves encoding a message, transmitting it through a channel, decoding it, and providing feedback. Advertising is a form of paid communication through non-personal media used to inform, persuade, or remind target customers about products, brands, or causes.
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.
Ch 17 designing imc monedero
This document contains 10 learning questions about integrated marketing communications from Chapter 17. The questions cover topics such as how marketing communications can contribute to brand equity, the different modes of marketing communications like public relations and sales promotion, the types of creative and message strategies used, and methods for establishing integrated marketing communications budgets. The document provides definitions and explanations for each question to help understand the key concepts being tested.
Integrated Marketing Communication process
This document discusses the communications process and developing effective communication. It outlines the key steps: 1) identifying the target audience; 2) determining communication objectives; 3) designing the message using frameworks like AIDA; 4) choosing appropriate media; 5) selecting credible message sources; and 6) collecting feedback. Various appeals, message structures, and formats are also examined. Examples are provided to illustrate emotional and moral appeals as well as the importance of choosing the right message source.
Integrated marketing communication
This document outlines an integrated marketing communications plan, including:
- The meaning and aim of IMC is to coordinate all promotional activities to deliver a unified customer message and build brand value over time.
- The evolution of IMC moved from mass marketing to relationship marketing using integrated channels with a focus on customer interaction.
- Key players in IMC include companies, agencies, customers, media, and other stakeholders.
- The promotional mix tools of advertising, public relations, direct marketing, personal selling, and sales promotion are used to deliver consistent brand messages.
Chapter 17 designing and managing integrated marketing 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.
Marketing communication
The document discusses integrated marketing communications and the promotional mix. It defines promotion, the promotional strategy and tools, including advertising, public relations, sales promotion and personal selling. It explains how the promotional mix is determined by factors like the product life cycle stage, target market and type of buying decision. The key aspects of developing effective communications are identifying the audience, setting objectives, designing messages, selecting media and measuring results. Finally, it distinguishes between corporate communications and marketing communications.
Introduction to integrated marketing communication
This document provides an introduction to integrated marketing communication (IMC). IMC involves strategically coordinating all aspects of marketing communication, including advertising, sales promotion, public relations, direct marketing, and more. The goals of IMC are to create awareness of a brand, facilitate customers' decision making, and increase the likelihood customers will choose that brand. Setting objectives is an important part of IMC planning and involves defining concrete, measurable tasks for a specified time period. Objectives should be realistic and align with the overall marketing goals and messages being delivered to the target audience.
Kotler Mm.15.10
Marketing communications play a role in informing, persuading and reminding consumers about a company's products and brands. They allow companies to associate their brands with other people, places, experiences and things. There are six major modes of communications: advertising, sales promotion, public relations, direct marketing, personal selling and events/experiences. Developing effective communications involves identifying the target audience, setting objectives, designing the message, selecting channels, establishing a budget, deciding on the media mix and managing an integrated marketing communications program.
Chapter 17 - Designing and Managing Integrated Marketing Communications
1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
Marketing communications
This document provides an overview of key concepts in marketing communications (MarCom). It defines MarCom and discusses the basic instruments. It introduces communication theory and the elements of the communication process. It also explains integrated marketing communications (IMC) theory and highlights the importance of segmentation, targeting, and positioning. Principles of effective MarCom such as identifying the target audience, choosing communication channels, designing the message, and measuring results are also summarized. The document discusses how the MarCom mix links to the marketing mix and can be influenced by factors such as the product, life cycle stage, and competitors.
Integrated marketing communication
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.
Managing integrated marketing communication
Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
Chapter 17 designing and managing integrated marketing communications
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.
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.
INTEGRATED MARKETING COMMUNICATION STRATEGY
This document provides an overview of integrated marketing communications and the communication process. It discusses the key elements of an IMC strategy, including different promotional tools like advertising, public relations, and direct marketing. It also outlines the communication process by explaining the sender, receiver, encoding, decoding, media, message, response, feedback, and noise. Additionally, it lists the steps to developing an effective marketing communication strategy, such as identifying the target audience and determining communication objectives.
Integrateg Marketing Communication
Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
Integrated Marketing Communication
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
Designing and managing integrated marketing communications [autosaved]
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.
Marketing communication and key Elements of communication
Marketing communication involves exchanging information between parties through common symbols. It aims to inform, persuade and remind consumers about products and brands. The key elements of communication include a sender, message, encoding, channel, decoding, receiver, noise and feedback. The sender transmits a message through a channel which the receiver decodes and may provide feedback in response.
Integrated Marketing Communication
Marketing communications are messages conveyed through various media to communicate with target markets. It refers to the promotional aspect of the marketing mix. Integrated marketing communications (IMC) takes a comprehensive approach to achieving marketing campaign objectives through coordinated use of different promotional methods like advertising, public relations, personal selling, and sales promotion that reinforce each other. IMC gained popularity due to shifts from traditional to digital media, mass to specialized media, limited to widespread internet access, and traditional to performance-based compensation. Benefits of IMC include wrapping communications around the customer journey, increasing profits through effectiveness, building trust, and differentiating brands.
Imc
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.
Marketing Communication Models
The document discusses various models of the communication process. It describes the key components of communication including the sender, message, medium, receiver, feedback. It also outlines several steps and factors that affect effective communication, such as understanding the target audience and choosing an appropriate message, source and format. Finally, it presents several communication models including the Shannon-Weaver, Murphy, Thill & Bovee, Berlo's, Lesikar, Petitt & Flatley, Becker, and Wilbur Schram models.
Intergrated marketing communication
The document discusses integrated marketing communication (IMC), which is defined as a strategic process that plans, develops, implements and evaluates coordinated and measurable brand communication programs across various audiences using various channels. The goal of IMC is to generate both short-term financial returns and long-term brand value. IMC has grown in importance due to changes in consumer behavior, technology and media landscapes, as well as shifts in marketing practices toward more targeted and data-driven approaches.
Intergrated marketing communication
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.
More Related Content
What's hot
Integrated Marketing Communication process
This document discusses the communications process and developing effective communication. It outlines the key steps: 1) identifying the target audience; 2) determining communication objectives; 3) designing the message using frameworks like AIDA; 4) choosing appropriate media; 5) selecting credible message sources; and 6) collecting feedback. Various appeals, message structures, and formats are also examined. Examples are provided to illustrate emotional and moral appeals as well as the importance of choosing the right message source.
Integrated marketing communication
This document outlines an integrated marketing communications plan, including:
- The meaning and aim of IMC is to coordinate all promotional activities to deliver a unified customer message and build brand value over time.
- The evolution of IMC moved from mass marketing to relationship marketing using integrated channels with a focus on customer interaction.
- Key players in IMC include companies, agencies, customers, media, and other stakeholders.
- The promotional mix tools of advertising, public relations, direct marketing, personal selling, and sales promotion are used to deliver consistent brand messages.
Chapter 17 designing and managing integrated marketing 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.
Marketing communication
The document discusses integrated marketing communications and the promotional mix. It defines promotion, the promotional strategy and tools, including advertising, public relations, sales promotion and personal selling. It explains how the promotional mix is determined by factors like the product life cycle stage, target market and type of buying decision. The key aspects of developing effective communications are identifying the audience, setting objectives, designing messages, selecting media and measuring results. Finally, it distinguishes between corporate communications and marketing communications.
Introduction to integrated marketing communication
This document provides an introduction to integrated marketing communication (IMC). IMC involves strategically coordinating all aspects of marketing communication, including advertising, sales promotion, public relations, direct marketing, and more. The goals of IMC are to create awareness of a brand, facilitate customers' decision making, and increase the likelihood customers will choose that brand. Setting objectives is an important part of IMC planning and involves defining concrete, measurable tasks for a specified time period. Objectives should be realistic and align with the overall marketing goals and messages being delivered to the target audience.
Kotler Mm.15.10
Marketing communications play a role in informing, persuading and reminding consumers about a company's products and brands. They allow companies to associate their brands with other people, places, experiences and things. There are six major modes of communications: advertising, sales promotion, public relations, direct marketing, personal selling and events/experiences. Developing effective communications involves identifying the target audience, setting objectives, designing the message, selecting channels, establishing a budget, deciding on the media mix and managing an integrated marketing communications program.
Chapter 17 - Designing and Managing Integrated Marketing Communications
1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
Marketing communications
This document provides an overview of key concepts in marketing communications (MarCom). It defines MarCom and discusses the basic instruments. It introduces communication theory and the elements of the communication process. It also explains integrated marketing communications (IMC) theory and highlights the importance of segmentation, targeting, and positioning. Principles of effective MarCom such as identifying the target audience, choosing communication channels, designing the message, and measuring results are also summarized. The document discusses how the MarCom mix links to the marketing mix and can be influenced by factors such as the product, life cycle stage, and competitors.
Integrated marketing communication
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.
Managing integrated marketing communication
Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
Chapter 17 designing and managing integrated marketing communications
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.
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.
INTEGRATED MARKETING COMMUNICATION STRATEGY
This document provides an overview of integrated marketing communications and the communication process. It discusses the key elements of an IMC strategy, including different promotional tools like advertising, public relations, and direct marketing. It also outlines the communication process by explaining the sender, receiver, encoding, decoding, media, message, response, feedback, and noise. Additionally, it lists the steps to developing an effective marketing communication strategy, such as identifying the target audience and determining communication objectives.
Integrateg Marketing Communication
Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
Integrated Marketing Communication
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
Designing and managing integrated marketing communications [autosaved]
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.
Marketing communication and key Elements of communication
Marketing communication involves exchanging information between parties through common symbols. It aims to inform, persuade and remind consumers about products and brands. The key elements of communication include a sender, message, encoding, channel, decoding, receiver, noise and feedback. The sender transmits a message through a channel which the receiver decodes and may provide feedback in response.
Integrated Marketing Communication
Marketing communications are messages conveyed through various media to communicate with target markets. It refers to the promotional aspect of the marketing mix. Integrated marketing communications (IMC) takes a comprehensive approach to achieving marketing campaign objectives through coordinated use of different promotional methods like advertising, public relations, personal selling, and sales promotion that reinforce each other. IMC gained popularity due to shifts from traditional to digital media, mass to specialized media, limited to widespread internet access, and traditional to performance-based compensation. Benefits of IMC include wrapping communications around the customer journey, increasing profits through effectiveness, building trust, and differentiating brands.
Imc
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.
Marketing Communication Models
The document discusses various models of the communication process. It describes the key components of communication including the sender, message, medium, receiver, feedback. It also outlines several steps and factors that affect effective communication, such as understanding the target audience and choosing an appropriate message, source and format. Finally, it presents several communication models including the Shannon-Weaver, Murphy, Thill & Bovee, Berlo's, Lesikar, Petitt & Flatley, Becker, and Wilbur Schram models.
What's hot (20)
Chapter 17 designing and managing integrated marketing zhao
Chapter 17 designing and managing integrated marketing zhao
Introduction to integrated marketing communication
Introduction to integrated marketing communication
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
Designing and managing integrated marketing communications [autosaved]
Designing and managing integrated marketing communications [autosaved]
Marketing communication and key Elements of communication
Marketing communication and key Elements of communication
Similar to Integrated marketing communication
Intergrated marketing communication
The document discusses integrated marketing communication (IMC), which is defined as a strategic process that plans, develops, implements and evaluates coordinated and measurable brand communication programs across various audiences using various channels. The goal of IMC is to generate both short-term financial returns and long-term brand value. IMC has grown in importance due to changes in consumer behavior, technology and media landscapes, as well as shifts in marketing practices toward more targeted and data-driven approaches.
Intergrated marketing communication
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.
Corporate communication
This document discusses corporate communication. It begins by stating the objective is to cover corporate communication, its types, how it works, and benefits. It then defines corporate communication as managing internal and external communications to explain an organization's mission. There are different types of corporate communication including internal, upward, downward, and external. Benefits include better services through addressing customer needs, transparency to enhance trust, and boosting employee engagement. Objectives of corporate communication are to increase awareness, encourage goal-oriented actions, and ensure performance meets budgets to achieve a return on investment. The conclusion states that corporate communication is important for businesses to gain popularity and secure customers and investors for long-term strength.
What do we know about IMC
An early definition of integrated marketing communications (IMC), A more current definition of integrated marketing communications (IMC), What importance of IMC is growing, The four stages model of integrated marketing communications (IMC)
Imc
Integrated marketing communication (IMC) is a cross-functional process for creating and nourishing profitable customer relationships. IMC strategically controls and influences all brand messages sent to stakeholders through any communication channel. The goal is to encourage purposeful dialogue and drive brand value.
There are four main sources of brand messages - planned messages from marketing activities, unplanned external messages, product messages from design/performance/pricing, and service messages from customer interactions. IMC aims to align all these messages to ensure consistent meaning and manage customer relationships.
Advertising And Marketing Communication
This document discusses integrated marketing communication (IMC). IMC is an approach where all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified strategy rather than in isolation. The document provides definitions of IMC, discusses the role of IMC in the marketing process, and lists reasons for the growing importance of IMC such as allowing companies to avoid duplication and take advantage of synergies across promotional tools. It also describes major characteristics of IMC including a shifting of marketing dollars from traditional media advertising to other forms of promotion like sales promotions.
Marketing communication
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
Imc
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.
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
Strategic Management.ppt
This document discusses international marketing communications. It analyzes how local conventions, culture, language and ethics can impact marketing strategies. Technology plays a major role in international communications by enabling improved communication through various media. Different sales and marketing strategies have implications and requirements that must be considered, such as defining branding and marketing communications mixes. The concept of globalization and its impact on increased connections worldwide through commerce and technology is also analyzed.
Advertising ppts for training
This document discusses advertising and the advertising plan. It aims to gain an understanding of advertising's role in marketing communications and examine advertising theories and their relationship to consumer behavior. The advertising plan matches the right audience, message, and media to reach that audience. The document also discusses branding and the marketing mix, defining advertising goals, and the roles and functions of advertising including informing consumers, creating demand, and shaping consumer self-image. It examines major advertising media and types of advertising.
Advertising and digital marketing -1.pptx
This document discusses integrated marketing communications (IMC) and the role of advertising within an IMC strategy. It defines IMC as coordinating all promotional activities to maintain a consistent brand image. Advertising is one tool within the promotional mix that helps achieve IMC goals like creating brand awareness and positioning. The document outlines the key characteristics of advertising, how it can be classified, its benefits in promoting products, and how advertising supports other marketing mix elements and positioning strategies.
A project report on advertising effectiveness
The document discusses various topics related to advertising including:
1. Definitions of advertising, publicity, and what constitutes an advertisement.
2. The objectives, features, need for measuring effectiveness, and functions of advertising.
3. Different types of advertising classified by financial matters, demand influence, objectives, audience, geographical coverage, and response sought.
4. The benefits and objectives of advertising for businesses.
5. When and why advertising should be used versus other promotional methods.
6. Common advertising media including print, outdoor, broadcast, and digital.
Advt ppt
This document provides an overview of advertising and its role in marketing. It defines advertising and discusses its main purposes, which are to help sell products and create/strengthen consumer impressions of brands. The document also categorizes different types of advertising based on target audience, geographic coverage, media used, and aims. Additionally, it explains how advertising fits into the marketing mix as a key promotion technique used to communicate with customers.
4,integrated marketing communications
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.
SOCIETAL FORCES & MARKETING
This document discusses marketing and societal forces. It defines marketing as identifying and meeting human and social needs profitably. Marketing involves creating, communicating, delivering, and exchanging offerings of value for customers, partners, and society. Societal marketing holds that companies should consider society's long-term interests in addition to consumer wants and business needs. Major societal forces create challenges for marketers but also new capabilities like using social media, mobile marketing, and customized goods and communications.
Public Relations, Advertising, Corp Comm & Mar Com 1 F
This document provides an overview of public relations, advertising, corporate communications, marketing communications, and how they relate. Public relations involves managing communication between an organization and the public, while advertising directly promotes products and can be repeated as long as budget allows. Corporate communication shares information internally and externally, while marketing communication focuses on demand generation and product positioning. Finally, corporate marketing communication coordinates consistent messages to audiences like customers, employees and governments that are vital to business success.
CORPORATE COMMUNICATION
Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable point of view among stakeholders on which the company depends.
Internet marketing
This document provides an introduction to internet marketing. It discusses how internet marketing is becoming increasingly significant for businesses to reach customers. While some large companies currently derive major sales from internet channels, other companies are just beginning to utilize internet marketing. The document outlines the basic components of an internet marketing strategy, including using a website to provide information on products and services, enabling e-commerce sales, offering customer service online, and generating marketing leads from website visitors. It also introduces the concepts of intranets for internal communications and extranets for communications with suppliers and partners.
Intergrated marketing communication
The document discusses integrated marketing communications (IMC), which aims to make different communication channels like advertising, PR, sales promotion etc. work together in a coordinated way.
It describes the key elements of an IMC mix, including horizontal and vertical integration across business functions and objectives. Benefits are creating competitive advantage through a consistent message. Challenges include organizational silos and different timelines across channels.
The document also provides overviews of different promotional tools - advertising, publicity, personal selling, sales promotion and direct marketing - comparing their effectiveness and advantages/disadvantages in building awareness, inducing purchase and maintaining relationships.
Similar to Integrated marketing communication (20)
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
PROCESS OF CHOOSING A MARKETING COMMUNICATIONS MIX
Public Relations, Advertising, Corp Comm & Mar Com 1 F
Public Relations, Advertising, Corp Comm & Mar Com 1 F
Recently uploaded
Efficient Website Management for Digital Marketing Pros
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
A guide for making the Best Restaurant Advertising Campaigns with demographics, data analytics, and digital advertising for measurable results.
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
PickUp_conversational AI_Capex, Inc._20240610
PickUp, Improve conversions with scenario-based conversational AI.
AI Best Practices for Marketing HUG June 2024
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Basic Management Concepts., “Management is the art of getting things done thr...
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
How to Maximize Sales Using Social Commerce
Discover the best practices and strategies on using social commerce to grow your business and drive sales.
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationTHE STORY COMMUNICATION Credential 2024.pptx
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translationFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Recently uploaded (20)
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Integrated marketing communication
- 5. DEFINITION MarCom can be described as all the messages and media you deploy to communicate with the market.
- 6. INTEGRATED MARKETING COMMUNICATION The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
- 7. ABOUT AND WHY IMC 1. TERMED IN 1989 2. More Contact Points 3. More specialized media 4. More than ever, customers are king 5. More widespread internet use
- 14. THREE TYPES 1.CONSUMER PROMOTION -SAMPLES,COUPONS,PREMIUMS 2.TRADE PROMOTIONS -SPD, DISPLAY ALLOWANCES 3.BUSINESS AND SALES FORCE PROMOTIONS -CONTEST FOR SALES REPRESENTATIVES
- 15. EVENTS AND EXPERIENCES COMPANY SPONSERES ACTIVITIES AND PROGRAMS DESIGNED TO CREATE DAILY OR SPECIAL BRAND RELATED INTERACTIONS WITH CONSUMERS.
- 19. PUBLIC RELATIONS AND PUBLICITY PROGRAMS DIRECTED INTERNALLY TO EMPLOYEES OF THE COMPANY OR EXTERNALLY TO CONSUMERS,OTHER FIRMS,GOVERNMENT AND MEDIA TO PROMOTE AND PROTECT A COMPANY’S IMAGE.
- 23. DIRECT MARKETING Direct marketing is a type of advertising campaign that seeks to elicit an action (such as an order, a visit to a store or Web site, or a request for further information) from a selected group of consumers in response to a communication from the marketer
- 27. ONLINE ACTIVITIES AND PROGRAMS DESIGNED TO ENGAGE CUSTOMERS OR PROSPECTS AND DIRECTLY OR INDIRECTLY RAISING AWARENESS, IMPROVE IMAGE,OR ELICIT SALES OF PRODUCTS OR SERVICES.
- 30. COMMUNICATION PROCESS MODELS 1.MACRO MODEL - EXPLAINS HOW EFFECTIVE COMMUNICATION HAPPENS 2.MICRO MODEL - CONCENTRATES ON CONSUMERS’ SPECIFIC RESPONSES TO COMMUNICATIONS