The document outlines the 8 steps in developing effective communication and the 8 elements of the communication process. The 8 steps are: identify target audience, determine objectives, design communication, select channels, establish budget, decide on media mix, measure results, and manage integrated marketing communication. The 8 elements are: media, message, decoding, receiver, sender, encoding, noise, and feedback. An example is provided of how Philip Morris uses consumer events to communicate an ongoing raffle promotion directed at intended receivers, which increases sales volume and provides feedback.
O Tangram é um quebra-cabeça chinês antigo composto por sete peças geométricas. É usado para estimular a criatividade, resolução de problemas e noção espacial ao formar figuras pedidas. Se tornou popular na Europa no século XIX e continua encantando pessoas de todas as idades.
The document discusses 10 key concepts related to integrated marketing communication:
1) The 8 elements of the communication process.
2) The marketing communication mix of mass and personal communication modes.
3) The consumer response model of cognitive, affective and behavioral stages.
4) The 8 steps to developing effective communication including identifying the target audience and objectives.
5) The 4 possible communication objectives of category need, brand awareness, attitude and purchase intention.
6) Designing communications by determining the message, creative and source strategies.
7) Considerations for global adaptation of communications.
8) Selecting communication channels.
9) Using sales promotion tools.
10) Coordinating a multi-stage
1. Marketing communications, also known as promotion, refers to how firms communicate information about products and brands to consumers. It aims to inform, persuade, and remind consumers.
2. Integrated marketing communication (IMC) builds brand equity through increasing brand awareness, shaping brand image and brand responses, and nurturing brand relationships. Its goal is not just to persuade but also to inform and remind consumers.
3. Different marketing communication tools should be selected based on the desired level of personalization, credibility, and reach. Word-of-mouth is best for a personal approach while advertising allows for wide, impersonal reach. Sales promotions provide incentives to attract customers.
O Tangram é um quebra-cabeça chinês antigo composto por sete peças geométricas. É usado para estimular a criatividade, resolução de problemas e noção espacial ao formar figuras pedidas. Se tornou popular na Europa no século XIX e continua encantando pessoas de todas as idades.
The document discusses 10 key concepts related to integrated marketing communication:
1) The 8 elements of the communication process.
2) The marketing communication mix of mass and personal communication modes.
3) The consumer response model of cognitive, affective and behavioral stages.
4) The 8 steps to developing effective communication including identifying the target audience and objectives.
5) The 4 possible communication objectives of category need, brand awareness, attitude and purchase intention.
6) Designing communications by determining the message, creative and source strategies.
7) Considerations for global adaptation of communications.
8) Selecting communication channels.
9) Using sales promotion tools.
10) Coordinating a multi-stage
1. Marketing communications, also known as promotion, refers to how firms communicate information about products and brands to consumers. It aims to inform, persuade, and remind consumers.
2. Integrated marketing communication (IMC) builds brand equity through increasing brand awareness, shaping brand image and brand responses, and nurturing brand relationships. Its goal is not just to persuade but also to inform and remind consumers.
3. Different marketing communication tools should be selected based on the desired level of personalization, credibility, and reach. Word-of-mouth is best for a personal approach while advertising allows for wide, impersonal reach. Sales promotions provide incentives to attract customers.
Top 10 learning question for 17 designing and managing integrated marketing -...yang zhao
The document discusses key concepts from Philip Kotler's Marketing Management textbook relating to integrated marketing communication. It outlines 10 concepts, including the marketing communication mix, the sequence of the communication process, the three stages of communicating with customers, non-personal communication channels, and developing effective communication strategies. For each concept, it provides brief explanations and examples from the textbook.
The document outlines 10 concepts for designing and managing integrated marketing communications from Philip Kotler's Marketing Management textbook. The concepts cover the marketing communication mix, the sequence of the communication process, the three stages of communicating with customers, nonpersonal communication channels, and developing effective communication strategies.
The document contains 10 questions about integrated marketing communication. Each question is followed by multiple choice answers. The questions cover topics like the different elements of the communication process, tools in the marketing communication mix, stages of the consumer response model, steps in developing an effective communication strategy, challenges in global communications, examples of communication channels, sales promotions, and multiple-stage communication campaigns.
The document contains 10 questions about integrated marketing communication. Each question is followed by multiple choice answers. The questions cover topics like the different elements of the communication process, tools in the marketing communication mix, stages of the consumer response model, steps in developing an effective communication strategy, challenges in global communications, examples of communication channels, sales promotions, and multiple-stage communication campaigns.
This document outlines concepts for managing mass communications, including the 4 aspects of a promotional mix (public relations, advertising, sales promotions, and events/experiences) and the 5Ms of advertising (mission, money, message, media, and measurement). It discusses using each tool to maintain a business's public image, persuade audiences, and stimulate sales. The 5Ms section explores setting advertising budgets and objectives, generating appropriate messages, selecting relevant media, and measuring sales impact.
This document outlines concepts for managing mass communications, including the 4 aspects of a promotional mix (public relations, advertising, sales promotions, and events/experiences) and the 5Ms of advertising (mission, money, message, media, and measurement). It discusses using each tool to maintain a business's public image, persuade audiences, and stimulate sales. The 5Ms section explores setting advertising budgets and objectives, generating appropriate messages, choosing media types, and measuring sales impact.
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
The document discusses integrated marketing communications (IMC), which aims to deliver consistent messaging across all communication channels. It outlines the need for IMC due to market fragmentation and changing media consumption. The key aspects of developing an IMC strategy covered are identifying the target audience, setting objectives, designing messages, selecting media channels, choosing spokespeople, and collecting feedback. It also discusses setting promotional budgets and balancing the marketing communications mix.
Improved Questions for Kotler's 22 Chaptersannaguray06
This document contains summaries of learning questions and concepts from various chapters of Philip Kotler's book "Marketing Management". The chapters discussed include defining marketing, developing marketing strategies and plans, gathering market information, conducting marketing research, creating customer value and loyalty, analyzing consumer markets, identifying market segments and targets, creating brand equity, dealing with competition, and setting product strategy. Key concepts summarized include Porter's generic strategies, business orientations, marketing channels, psychological processes, brand personality, market segmentation criteria, components of brand equity, variables for competitor analysis, and product hierarchy.
The document outlines the top 10 concepts for designing and managing integrated marketing communications. It discusses the role of marketing communications, the marketing communications mix, the communication process, developing effective communications, identifying the target audience, determining communication objectives, designing communications, selecting communication channels, the objective-and-task method, and managing the integrated marketing communication process.
The document discusses developing and managing integrated marketing communications. It outlines the major steps in developing an effective integrated marketing communications program, including identifying the target audience, determining communication objectives and channels, establishing a budget, and selecting a marketing communications mix. It also discusses developing advertising campaigns, sales promotion programs, public relations strategies, and direct marketing efforts. Finally, it emphasizes the importance of carefully integrating and coordinating various communication channels to deliver a clear, consistent message.
The document discusses integrated marketing communications and the promotion mix. It defines integrated marketing communications as carefully coordinating various communication channels to deliver a clear and consistent message. The promotion mix includes advertising, sales promotion, personal selling, public relations, and direct marketing. The document also discusses the communication process, developing effective marketing communication through steps like identifying the audience and collecting feedback. It describes promotion budget methods like the affordable method and competitive parity method. Finally, it covers the nature of promotion tools and promotion mix strategies like push and pull strategies.
The document discusses integrated marketing communications and developing an effective promotional strategy. It provides details on BMW MINI's successful "Let's Motor" campaign that used unconventional media. It defines integrated marketing communications and explains the need for integration across channels to deliver a clear message. It outlines the steps to developing communications, including identifying the audience, objectives, message design, media selection, and feedback collection. It also discusses methods for setting promotional budgets and designing an optimal promotional mix.
The document discusses developing a communication strategy for a project. It describes analyzing the project's strengths, weaknesses, opportunities, and threats. The document also discusses identifying communication target groups, setting objectives and messages for each group, and determining the means, style, tone and timing of communication. Finally, it briefly introduces the five P's of marketing - product, price, promotion, people and place.
Chapter 17 Top 10 Questions - Designing and Managing IMCmarosemonedero
1. The document contains learning questions and answers about integrated marketing communications.
2. Marketing communications can contribute to brand equity by creating brand awareness, linking associations to brand image, and eliciting positive feelings about the brand.
3. Public relations and publicity is a mode of marketing communication that promotes a company's image or products based on credibility, ability to surprise buyers, and dramatization.
This document discusses how a salesperson can use social media to improve their performance. It outlines that social media allows salespeople to engage more customers globally and efficiently present products. Specific benefits mentioned include high customer engagement, brand awareness, and ability to track campaign success. The document also provides tips for using social media effectively, such as planning goals, considering audiences, and experimenting. It identifies LinkedIn as the best platform for B2B sales due to its large business user base and networking features. Finally, it discusses strategies a salesperson can implement, like setting targets, tracking metrics, and competitive analysis.
Is1 workshop 7 make, take & sell challenge studentmoduledesign
This document provides an overview of a workshop on developing communication plans for products. The workshop will help participants create compelling communication strategies by looking at what makes an effective strategy, examples of creative executions, and how to structure a communications brief. The brief outlines key information like objectives, target audiences, insights, messaging, budget and timing. Participants will analyze sample ads, consider their creative approach, and provide feedback on their ideas. The goal is for participants to understand the full communication process and be able to build plans to promote their products.
Top 10 learning question for 17 designing and managing integrated marketing -...yang zhao
The document discusses key concepts from Philip Kotler's Marketing Management textbook relating to integrated marketing communication. It outlines 10 concepts, including the marketing communication mix, the sequence of the communication process, the three stages of communicating with customers, non-personal communication channels, and developing effective communication strategies. For each concept, it provides brief explanations and examples from the textbook.
The document outlines 10 concepts for designing and managing integrated marketing communications from Philip Kotler's Marketing Management textbook. The concepts cover the marketing communication mix, the sequence of the communication process, the three stages of communicating with customers, nonpersonal communication channels, and developing effective communication strategies.
The document contains 10 questions about integrated marketing communication. Each question is followed by multiple choice answers. The questions cover topics like the different elements of the communication process, tools in the marketing communication mix, stages of the consumer response model, steps in developing an effective communication strategy, challenges in global communications, examples of communication channels, sales promotions, and multiple-stage communication campaigns.
The document contains 10 questions about integrated marketing communication. Each question is followed by multiple choice answers. The questions cover topics like the different elements of the communication process, tools in the marketing communication mix, stages of the consumer response model, steps in developing an effective communication strategy, challenges in global communications, examples of communication channels, sales promotions, and multiple-stage communication campaigns.
This document outlines concepts for managing mass communications, including the 4 aspects of a promotional mix (public relations, advertising, sales promotions, and events/experiences) and the 5Ms of advertising (mission, money, message, media, and measurement). It discusses using each tool to maintain a business's public image, persuade audiences, and stimulate sales. The 5Ms section explores setting advertising budgets and objectives, generating appropriate messages, selecting relevant media, and measuring sales impact.
This document outlines concepts for managing mass communications, including the 4 aspects of a promotional mix (public relations, advertising, sales promotions, and events/experiences) and the 5Ms of advertising (mission, money, message, media, and measurement). It discusses using each tool to maintain a business's public image, persuade audiences, and stimulate sales. The 5Ms section explores setting advertising budgets and objectives, generating appropriate messages, choosing media types, and measuring sales impact.
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
The document discusses integrated marketing communications (IMC), which aims to deliver consistent messaging across all communication channels. It outlines the need for IMC due to market fragmentation and changing media consumption. The key aspects of developing an IMC strategy covered are identifying the target audience, setting objectives, designing messages, selecting media channels, choosing spokespeople, and collecting feedback. It also discusses setting promotional budgets and balancing the marketing communications mix.
Improved Questions for Kotler's 22 Chaptersannaguray06
This document contains summaries of learning questions and concepts from various chapters of Philip Kotler's book "Marketing Management". The chapters discussed include defining marketing, developing marketing strategies and plans, gathering market information, conducting marketing research, creating customer value and loyalty, analyzing consumer markets, identifying market segments and targets, creating brand equity, dealing with competition, and setting product strategy. Key concepts summarized include Porter's generic strategies, business orientations, marketing channels, psychological processes, brand personality, market segmentation criteria, components of brand equity, variables for competitor analysis, and product hierarchy.
The document outlines the top 10 concepts for designing and managing integrated marketing communications. It discusses the role of marketing communications, the marketing communications mix, the communication process, developing effective communications, identifying the target audience, determining communication objectives, designing communications, selecting communication channels, the objective-and-task method, and managing the integrated marketing communication process.
The document discusses developing and managing integrated marketing communications. It outlines the major steps in developing an effective integrated marketing communications program, including identifying the target audience, determining communication objectives and channels, establishing a budget, and selecting a marketing communications mix. It also discusses developing advertising campaigns, sales promotion programs, public relations strategies, and direct marketing efforts. Finally, it emphasizes the importance of carefully integrating and coordinating various communication channels to deliver a clear, consistent message.
The document discusses integrated marketing communications and the promotion mix. It defines integrated marketing communications as carefully coordinating various communication channels to deliver a clear and consistent message. The promotion mix includes advertising, sales promotion, personal selling, public relations, and direct marketing. The document also discusses the communication process, developing effective marketing communication through steps like identifying the audience and collecting feedback. It describes promotion budget methods like the affordable method and competitive parity method. Finally, it covers the nature of promotion tools and promotion mix strategies like push and pull strategies.
The document discusses integrated marketing communications and developing an effective promotional strategy. It provides details on BMW MINI's successful "Let's Motor" campaign that used unconventional media. It defines integrated marketing communications and explains the need for integration across channels to deliver a clear message. It outlines the steps to developing communications, including identifying the audience, objectives, message design, media selection, and feedback collection. It also discusses methods for setting promotional budgets and designing an optimal promotional mix.
The document discusses developing a communication strategy for a project. It describes analyzing the project's strengths, weaknesses, opportunities, and threats. The document also discusses identifying communication target groups, setting objectives and messages for each group, and determining the means, style, tone and timing of communication. Finally, it briefly introduces the five P's of marketing - product, price, promotion, people and place.
Chapter 17 Top 10 Questions - Designing and Managing IMCmarosemonedero
1. The document contains learning questions and answers about integrated marketing communications.
2. Marketing communications can contribute to brand equity by creating brand awareness, linking associations to brand image, and eliciting positive feelings about the brand.
3. Public relations and publicity is a mode of marketing communication that promotes a company's image or products based on credibility, ability to surprise buyers, and dramatization.
This document discusses how a salesperson can use social media to improve their performance. It outlines that social media allows salespeople to engage more customers globally and efficiently present products. Specific benefits mentioned include high customer engagement, brand awareness, and ability to track campaign success. The document also provides tips for using social media effectively, such as planning goals, considering audiences, and experimenting. It identifies LinkedIn as the best platform for B2B sales due to its large business user base and networking features. Finally, it discusses strategies a salesperson can implement, like setting targets, tracking metrics, and competitive analysis.
Is1 workshop 7 make, take & sell challenge studentmoduledesign
This document provides an overview of a workshop on developing communication plans for products. The workshop will help participants create compelling communication strategies by looking at what makes an effective strategy, examples of creative executions, and how to structure a communications brief. The brief outlines key information like objectives, target audiences, insights, messaging, budget and timing. Participants will analyze sample ads, consider their creative approach, and provide feedback on their ideas. The goal is for participants to understand the full communication process and be able to build plans to promote their products.
Is1 workshop 7 make, take & sell challenge student
Jankennethobar.assignment2
1. TOP 2Learning Concepts Ch 17: Designing and ManagingIntegrated Marketing Communication Jan Kenneth Obar April 1, 2011 http://jankenneth-obar.blogspot.com
2. Outline: 8 Steps in Developing Effective Communication 8 Elements of the Communication Process 2 http://jankenneth-obar.blogspot.com
3. Concept 1: 8 Steps in Developing Effective Communication 3 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix Measure Results Manage Integrated Marketing Communication From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
13. Who should say it? Identify Target Audience Determine Objectives Design Communication http://jankenneth-obar.blogspot.com
14. Concept 1: Selecting efficient means to carry the message becomes more difficult as channels of communication become more fragmented. 7 Identify Target Audience Determine Objectives Design Communication Select Channels http://jankenneth-obar.blogspot.com
15. Concept 1: One of the most difficult decisions is determining how much to spend on marketing communication and promotion. 8 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget http://jankenneth-obar.blogspot.com
16. Concept 1: Each communication tool has its own uniqe characteristic and costs. 9 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix http://jankenneth-obar.blogspot.com
17. Concept 1: Senior managers wants to know the outcomes and revenues resulting from their communication investments. 10 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix Measure Results http://jankenneth-obar.blogspot.com
18. Concept 1: Evaluates the strategic roles of a variety of communication disciplines. 11 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix Measure Results Manage Integrated Marketing Communication http://jankenneth-obar.blogspot.com
19. Concept 2: 8 Elements of the Communication Process 12 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
20. Concept 2: Companies needs to communicate with customers 13 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
21. Concept 2: Companies needs the right media and message 14 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
22. Concept 2: Competitive clutter is the noise that interferes with your message 15 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
23. Concept 2: If customers believe your message they buy your product or service 16 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
24. Concept 2: Customer Satisfaction or delight can be measured informally of formally 17 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
25. Concept 2: Example: The Company Philip Morris 18 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
26. Concept 2: Example: Communicates on going raffle promo through consumer events. 19 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
27. Concept 2: Example:Directed at intended receivers 20 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
28. Concept 2: Example:As a result sales volume increases due to increase in consumer off take 21 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
29. Concept 2: Example:Feedback through survey forms, customer verbal feedback and number of raffle entries 22 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com
30. Summary 23 8 Steps in Developing Effective Communication 8 Elements of the Communication Process http://jankenneth-obar.blogspot.com