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This document discusses integrated marketing communications (IMC) and the process of developing effective communication strategies. It covers: 1. The key aspects of IMC including coordinating all promotional activities across the marketing communications mix. 2. The steps to developing effective communication, which are identifying the target audience, determining objectives, designing the message, choosing media, selecting the message source, and collecting feedback. 3. Additional details on setting promotional budgets, promotion mix strategies including push and pull approaches, and the product life cycle.
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“IMC insures that all forms of communication and messages are carefully linked together”
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Decoding Dyslexia IDA 2013 Conference Presentation
Decoding Dyslexia IDA 2013 Conference Presentation
Similar to View integrated marketing communications (imc) part 1
Advertising.sales promotion.pr chinhvm
The key challenges in measuring PR effectiveness are:
- PR outcomes are often indirect and long-term, influencing perceptions over time rather than directly driving immediate sales.
- Many external factors also influence perceptions and purchasing decisions, making it hard to isolate the impact of PR alone.
- PR messages are often subtle and diffuse, reaching audiences through many different channels, making it difficult to track specific exposures or attribute changes to PR.
The most common measures used are relatively crude proxies rather than direct measures of PR's impact on overall objectives like sales, market share, or brand equity.
23_24 MGMT6256 Marketing Helping Buyers Buy.pptx
This document provides an overview of marketing concepts including the evolution of marketing, the marketing mix, market segmentation, and various promotional strategies. It discusses how marketing has shifted from a production focus to being more customer-oriented over time. The key elements of the marketing mix are identified as product, price, place, and promotion. Various promotional tools like advertising, personal selling, public relations, and sales promotions are also summarized.
Promotion & Distrubution
The document discusses various marketing communication tools including advertising, sales promotion, public relations, personal selling, and direct marketing. It describes their key characteristics and objectives. For example, it notes that advertising is a paid, non-personal form of communication while public relations utilizes unpaid media coverage. Sales promotion aims to stimulate quicker or greater purchase. The document also covers distribution channels and how products reach consumers.
Advertising
The document presents information on advertising from Arsalan Ahmed. It discusses the 5 Ms of advertising: mission, money, message, media, and measurement. It defines advertising and explains the major advertising decisions, including setting objectives, budget, strategy, and evaluating campaigns. Objectives can be informative, persuasive, comparative, or reminder. Budget factors include product lifecycle, market share, competition, and differentiation. Developing strategy involves creating messages and selecting media based on reach, frequency, and impact. Media types include newspapers, television, radio, magazines, internet, and mobile. Campaigns are evaluated on message communication and market coverage.
Designing and Managing Integrated Marketing Communications
This document provides an overview of integrated marketing communications. It discusses key concepts such as the marketing communications mix, communications process models, developing effective communications, and managing an integrated approach. The main points covered are:
1) The marketing communications mix consists of eight major modes of communication, including advertising, sales promotion, public relations, direct marketing, and personal selling.
2) There are macro and micro models of the communications process that marketers should understand to develop effective communications.
3) Developing communications involves identifying the target audience, setting objectives, designing messages, selecting channels, and establishing a budget.
4) Firms must decide how to allocate their marketing budget across the various communication channels and tools.
Promotion and pricing strategies
Promotion involves informing, persuading, and influencing customers through integrated marketing communications. The promotional mix coordinates advertising, personal selling, sales promotion, public relations, and other activities to deliver a unified message. Effective promotion requires planning communication touchpoints with customers and creating a consistent brand personality across channels.
Campaign Planning
An advertising campaign is a series of coordinated advertisements that share a single theme or idea. Developing an effective campaign involves planning the message, choosing appropriate media, creating individual ads, and measuring the results. The process requires input from various teams within an advertising agency or company including account managers, creative teams, media planners, and researchers. Campaigns are designed to achieve specific communication and marketing goals in a cost-effective manner.
advertisingppt1.ppt
This document discusses advertising and its role in marketing communications. It begins by outlining the aims and objectives of understanding advertising's role, examining theories of consumer behavior and advertising strategy. It then provides definitions of advertising and discusses the key components of an advertising plan including targeting audiences, developing message strategies, and choosing appropriate media. Finally, it outlines the major players involved in advertising including advertisers, agencies, media sources, suppliers and audiences as well as the functions and types of advertising.
Chapter 12. promotion mix
1) Marketing communication is how firms inform, persuade, and remind consumers about products and brands using communications processes like advertising, publicity, personal selling, sales promotion, and direct marketing.
2) The promotion mix refers to these promotional tools and considers objectives, audiences, costs, and strategies for each element.
3) An integrated marketing communications plan links marketing and communication functions to deliver effective and coordinated messages across different channels.
Budget and comm.
The document outlines the framework and process for developing an advertising plan and budget. It begins with a situation analysis to understand the brand, market, and competitors. This informs the marketing programme which determines the role of various marketing mix elements including advertising. The advertising plan includes setting objectives, messages, media strategy and tactics, and implementation. Budgeting approaches can be top-down like percentage-of-sales or bottom-up based on specific communication tasks. Models like DAGMAR provide frameworks for setting measurable objectives at different stages from awareness to action.
12947745.ppt
The document discusses various elements of marketing communication mix including advertising, sales promotion, public relations, personal selling, and direct marketing. It provides definitions and examples of each. For instance, it defines advertising as any paid non-personal presentation of ideas, goods, or services by an identified sponsor. It also outlines different advertising objectives, message strategies, and media considerations.
Promotion Management
The slides here explain what promotion means, the different methods of Promotion, concept of promotion mix etc
Advertising management
Explanation about advertising management, campaign management steps, objectives and research procedure
Promotion decisions 29-10-13
The document provides information on integrated marketing communications, advertising, and promotions. It discusses developing effective communication strategies, including identifying target audiences, setting objectives, designing messages, selecting channels, establishing budgets, and deciding on media mixes. Specific topics covered include the role of advertising, developing advertising plans using the five M's framework, selecting appropriate media types, print ad components, and determining advertising budgets.
Marketing management
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
I207 Bvertising Mhp 1
This document provides an overview of advertising by defining it, outlining its key components and roles, describing common types, and identifying important players. Advertising is a form of paid communication designed to inform and persuade a large audience. It has marketing, communication, economic, and societal roles. Common types include brand, retail, direct response, and nonprofit advertising. Key players in advertising include advertisers, agencies, media companies, suppliers, and audiences. Integrated marketing communication and globalization are current industry trends. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired audience response.
IBM207 Advertising Chp1
This document provides an overview of advertising by defining it, outlining its key components and roles, describing common types, and identifying important players. Advertising is a form of paid communication designed to inform and persuade a large audience. It has marketing, communication, economic, and societal roles. Common types include brand, retail, direct response, and nonprofit advertising. Key players in advertising include advertisers, agencies, media companies, suppliers, and audiences. Recent trends involve integrated marketing communication and operating globally. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired audience response.
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.
Promotion and pricing strategies
1. Promotion involves informing, persuading, and influencing customers through integrated marketing communications. This includes advertising, personal selling, sales promotion, publicity, and public relations working together to deliver a unified message.
2. The promotional mix uses personal selling techniques like advertising and nonpersonal selling techniques to achieve objectives. Pricing strategies include profitability, volume, competition, prestige, and penetration objectives.
3. Firms consider customer perceptions that higher prices indicate higher quality when setting prices. Strategies include skimming, penetration, everyday low, competitive, and odd pricing.
Marketing Management Book kotler(summary)
The document provides an overview of key marketing concepts including the marketing mix, segmentation, product life cycle, pricing strategies, distribution channels, integrated marketing communications, sales management, and international marketing. It also outlines the steps in developing an effective marketing plan, including performing a situation analysis, defining objectives and strategies, developing financial projections, and establishing controls for implementation and evaluation.
Similar to View integrated marketing communications (imc) part 1 (20)
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing Communications
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View integrated marketing communications (imc) part 1
- 1. Integrated Marketing Communications (IMC)
- 2. Integrated Marketing communication (IMC) • The concept of designing marketing communications programs that coordinate all promotional activities
- 5. Communication process Source Encoding Message Decoding Receive Media Noise Feedback Response
- 6. Developing Effective Communication • Step1:Identifying the Target Audience • Step2:Determining Communication Objectives • Step3: Designing a Message • Step4:Choosing Media • Step5:Selecting the message source • Step6:Collecting Feedback
- 7. Developing Effective Communication Step1:Identifying the Target Audience • Affects decisions related to what, how, when, and where message will be said, as well as who will say it. Step2:Determining Communication Objectives • Six buyer readiness stages.
- 8. Developing Effective Communication Six buyer readiness stages
- 9. Developing Effective Communication Step3: Designing a Message • AIDA framework guides message design. Awareness, Interest, Desire, Action. • Message content contains appeals or themes designed to produce desired results. Rational appeals: relate to the audience’s self-interest. Emotional appeals: Stir up negative or positive feelings using humor, fear, pride, joy, etc. Moral appeals: related the audience’s sense of right vs wrong.
- 10. Developing Effective Communication Step3: Designing a Message • Message Structure: Key decisions are required with respect to three message structure issues: ▫ Whether or not to draw a conclusion ▫ One-side vs two-sided argument ▫ Order of argument presentation. • Message format: Design, layout, copy, color, shape, movement, words, sounds, body language, dress, etc.
- 11. Developing Effective Communication Step4:Choosing Media • Personal communication channels: Includes face to face, phone, mail, and Internet chat communications. • Non-personal communication channels: Includes media, atmosphere, and events.
- 12. Developing Effective Communication Step5: Selecting the Message Source • Highly credible sources are more persuasive. • A poor spokesperson can tarnish a brand.
- 13. Developing Effective Communication Step6:Collecting Feedback • Recognition, recall, and behavioral measures are assessed. • May suggest changes in product/promotion.
- 14. Setting the Total Promotional Budget • Affordability Method -Budget is set at a level that a company can afford. • Percentage – of – Sales Method -Past or forecasted sales may be used. • Competitive – Parity Method - Budget matches competitors’ outlays.
- 15. Setting the Total Promotional Budget • Objective and Task Method -Specific objectives are defined. -Task required to achieve objectives are determined. -Costs of performing tasks are estimated, then summed to create the promotional budget. • Setting the Overall Promotion Mix -Determined by the nature of each promotion tool and the selected promotion mix strategy.
- 16. Promotion Mix Strategies • Push Strategy: Trade promotions and personal selling efforts push the product through the distribution channels. Producer marketing Retailer marketing activities (personal activities (personal selling, trade selling, Advertising, promotion, other) trade promotion, other) Retailers and Producer Consumers wholesalers
- 17. Promotion Mix Strategies • Pull Strategy: Producers use advertising and consumer sales promotions to generate strong consumer demand for products. Demand Demand Retailers and Producer Consumers wholesalers Producer marketing activities (Consumer advertising, Sale promotion, other)
- 19. Thank you for paying attention