Please enable JavaScript.
Coggle requires JavaScript to display documents.
Designing and Managing Integrated Marketing Communications - Coggle Diagram
Designing and Managing Integrated Marketing Communications
Role of Marketing Communications
how/why a product is used
what the brand stands for
brand equity
How does it work?
build awareness
knowledge
liking
preference
conviction
Developing effective communications
identify target audience
determine objectives
design communications
select channels
establish budget
decide on media mix
measure results
manage integrated marketing communications
Integrated Marketing Communications Program
media coordination
IMC implementation
complementary and conformity