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Chapter 19 Designing and Managing Integrated Marketing Communication,…
Chapter 19
Designing and Managing Integrated Marketing Communication
The Role of Marketing
Communications
Komunikasi pemasaran adalah sarana yang digunakan perusahaan untuk menginformasikan, membujuk, dan mengingatkan konsumen secara langsung atau tidak langsung tentang produk dan merek yang mereka jual.
Marketing Communications Mix
Advertising, Sales promotion, Events and experience, Public Relation and publicity, Online and social media marketing, Mobile marketing, Direct and database marketing, personal selling
How Do Marketing Communications
Work?
The Communications Process Models:
Macromodel
Micromodel
Developing Effective Communications
Identify the Target Audience
Set the Communications Objectives
Design the Communications
Select the Communications Channels
Establish the Total Marketing Communications
Budget
Selecting the Marketing
Communications Mix
1.Characteristics of the Marketing
Communications Mix
Factors in Setting the Marketing
Communications Mix
Measuring Communication Results
Managing the Integrated Marketing
Communications Process
Chaper 20
Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Developing and Managing
an Advertising Program
Setting the Advertising Objectives
Deciding on the Advertising Budget
Developing the Advertising Campaign
Choosing Media
Evaluating Advertising Effectivenes
Sales Promotion
Advertising versus Promotion
Major Decisions
Events and Experiences
Event Objectives
Major Sponsorship Decisions
Creating Experiences
Public Relations
1.Marketing Public Relations
Major Decisions in Marketing PR