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Integrated Marketing Communications - Coggle Diagram
Integrated Marketing Communications
Marketing Communications Mix
Advertising
Pervasiveness
Amplified expressiveness
Control
Sales Promotion
Ability to be attention-getting
Incentive
Invitation
Events & Experiences
Relevant
Engaging
Implicit
Public Relations & Publicity
High credibility
Ability to reach hard-to-find buyers
Dramatization
Online & Social Media Marketing
Rich
Interactive
Up to date
Mobile Marketing
Timely
Influential
Pervasive
Direct & Database Marketing
Personal
Proactive
Complementary
Personal Selling
Customized
Relationship-oriented
Response-oriented
Communications Process Models
Macromodel
Micromodel
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Effective Communication
Identify Target Audience
Set Objectives
Establish Need for Category
Build Brand Awareness
Build Brand Attitude
Influence Brand Purchase Intention
Design Communications
Message Strategy
Creative Strategy
Informational Appeals
Transformational Appeals
Message Source
Select Commmunication Channel
Personal
Nonpersonal (Mass)
Integration
Establish Budget
Affordable
Percentage-of-Sales
Competitive-Parity
Objective-and-Task
Trade-Offs