Please enable JavaScript.
Coggle requires JavaScript to display documents.
INTEGRATED MARKETING COMMUNICATION STRATEGY (IMC), NUR ADLIN DAYINI BINTI…
INTEGRATED MARKETING COMMUNICATION STRATEGY (IMC)
Promotional Mix Tools
Advertising
Broadcast
Print
Online
Mobile
Outdoor
Sales Promotion
Discounts
Coupons
Displays
Demonstrations
Personal Selling
Buyers' preferences
Convinctions
Actions
Developing customer relationships
Public Relations
News stories
Features
Sponsorships
Events
Direct and Digital Marketing
Direct mail
Catalogs
Telephone marketing
Online
Mobile
Social media
Outline the Communication Process
Changing Communication Landscape
The New Marketing Communications Model
Consumers are changing
Marketing strategies are changing
Advances in digital technology
Content Marketing
Creating, inspiring and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned and shared channels.
Methods for Setting the Promotion Budget
Affordable
Percentage-of-sales
Competitive-parity
Objective-and-task
The Need for IMC
Involves carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent and compelling message about the organization and its products.
Steps in Developing Effective Marketing Communication
Identifying the target audience
What will be said
How it will be said
When it will be said
Where it will be said
Whi it will be said
Determine the communication objectives
A goal of marketing in general and of marketing communications in particular is to move target customers through the buying process. Once again, it all starts with understanding customer needs and wants.
Design the message
AIDA Model
get Attention
hold Interest
arouse Desire
obtain Action
Choose the media to send the message
Personal communication
Opinion marketing
Nonpersonal communication
Buzz marketing
Select message source and collect feedback
Celebrities
athletes
entertainers
Professionals
health care providers
NUR ADLIN DAYINI BINTI MOHD ZAWAWI (2019488568) BA233
