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DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
Ysa M. NaguiAteneo Graduate School of Business
Top 10 Concepts
Outline: Designing and Managing Integrated Marketing Communications
1. Role of Marketing Communications2. Marketing Communications Mix3. Communication Process4. Developing Effective
Communications5. Identify the Target Audience
Outline: Designing and Managing Integrated Marketing Communications
6. Determine the Communications Objective
7. Design the Communications8. Select the Communication Channels9. Objective-and-Task Method10. Integrated Marketing Communication Process (IMC)
Concept 1:
Role of Marketing Communications
To effectively reach and influence target markets
8 major modes of communication
Concept 2:
Marketing Communication Mix
Interactive Marketing
Personal Selling
Concept 3:
Effective Communication Process
Concept 4:Developing Effective Communications involves 8 steps
Identifying the target audience Determine the communications objectives Design the communications Select the communications channels Establish the total communications budget Decide on the communications mix Measure the communication results Manage the integrated marketing
communications process.
Concept 5:
Identify the Target Audience
is a critical influence on the communicator’s decisions about what to say, how, when, where, and to whom.
Concept 6:
Determine the Communication Objectives
Category Need Brand Awareness Brand Attitude Brand Purchase Intention
Concept 7:
Design the Communications
Message Strategy – what to say Creative Strategy – how to say it Message Source – who should say
it
Concept 8:
Select the Communication Channels
Personal Communication Channels - advocate, expert and social channels
Non personal Communication Channels - media, atmospheres, and events
Concept 9:
Objective-and-Task Method
calls upon marketers to develop their budget by defining specific objectives.
Concept 10:Managing the Integrated Marketing Communication Process (IMC)
Is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.
Summary: Designing and Managing Integrated Marketing Communications
1. Role of Marketing Communication2. 8 major modes of Communications Mix3. The communication process consists of
9 elements4. Developing effective communications
involves 8 steps. 5. There should be a clear
target audience in mind.
Summary:Designing and Managing Integrated Marketing Communications
6. Determine 4 Communication Objectives7. Formulating the communication
requires solving 3 problems8. 2 types of Communications Channel9. Objective-And-Task Method sets the
promotion budget10. Managing and coordinating the entire
communications process calls for IMC
My Conclusion: Designing and Managing Integrated Marketing Communications
To effectively reach and influence target markets,
Holistic marketers are creatively employing multiple forms of communications.
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DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
Ysa M. NaguiAteneo Graduate School of Business
Top 10 Concepts