l 12 - module recap_student

8/18/2019 l 12 - Module Recap_student

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INTEGRATED MARKETING

COMMUNICATIONSWeek 12

Module Recap


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1. The Market Map

MARKETING AUDIT

Macro-environment

2. PEST Analysis(DEEPIST!

Micro-environment

". #$st%&er Analysis

'. #%&petit%rAnalysis

. #%&pany Analysis

Summary

). SW*T Analysis

Where are

+e n%+ ,

-%+ % +e/et there ,

Where i

+e /et t%,

Where % +e

+ant t% /%,

0. Set Marketin/*e3ti4es

5. Strate/y *pti%nIenti63ati%n7E4al$ati%n an

Sele3ti%n

8. I&ple&entati%nthr%$/h Marketin/

*r/anisati%n an theMarketin/ Mi9

1:. #%ntr%l

:. Missi%n ;#%rp%rate%e3ti4es

1. What is Marketing Communiation!Strateg" Im#$ementation

Aapte


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4

• e3t$re 2

• =ill7 2:117 #hapter

• Re4ie+ >$esti%ns 27 "7 7 )

1. What is IMC!


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1. What is IMC!

5

• >1. De6ne +hat y%$ $nerstan t% einte/rate &arketin/ 3%&&$ni3ati%ns.


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6

IM# is a strate/i3 appr%a3h t% the planne&ana/e&ent %< an %r/anisati%n?s

3%&&$ni3ati%ns.IM# re@$ires that %r/anisati%ns 3%%rinatetheir 4ari%$s strate/ies7 res%$r3es an&essa/es in %rer that it en/a/e3%herently an &eanin/


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*. Marketing ommuniation too$sQ2. What are marketi! commuicatio tool"#

• e3t$re 1

• =ill (2:11! #hapter 1

Sale" $romotio

• e3t$re 0

• =ill (2:11! #hapter 12• Re4ie+ >$esti%ns 17 "7


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Figure 1.3 Factors that drive engagement opportunities (Fill, 2011)

*. What is Marketing Communiation!


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*. Too$s o) the marketingommuniations mi&

• Pers%nal sellin/• A4ertisin/

•Sales pr%&%ti%n

• Dire3t &arketin/• PR an p$li3ity• Sp%ns%rship

• %hi'itio"• $acka!i!• $OS(merchadi"i!

• )teret• WOM

• Corporate idetit*• Social media


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*. Marketing ommuniation too$s$u'lic relatio"

• e3t$re 8

• =ill (2:11! #hapter 1:• Re4ie+ >$esti%ns 1"


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*. Marketing ommuniation too$sSale" promotio

• e3t$re )

• =ill (2:11! #hapter 12

• Re4ie+ >$esti%ns 17 "7


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*. Marketing ommuniation too$s+irect Marketi!

• e3t$re 0

• =ill (2:11! #hapter 11 pp. 200255

• Re4ie+ >$esti%ns 17 "7 '


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*. TatisMedia

• e3t$re '

• =ill (2:1"! #hapter 2:

– =ill (2:1"! #hapter 2: Re4ie+ >$esti%ns "7 '7 )7

07 8


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*. Tatis

Q3. What are the ke* "tre!th" o, the

tele-i"io medium#


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+roa%ast me%ia, Te$e'ision

#hara3teristi3s • %+ in4%l4e&ent &ei$&7• 2:7 ":7 ): se3%n sl%ts• -%+ &$3h i a ": sl%t 3%st in

2:1',

Stren/ths =le9ile7 i&pa3t


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-. Communiation theor" • e3t$re "

• =ill (2:11! #hapter 2

– Re4ie+ >$esti%ns 17 27 '7 7 )


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-. Communiation theor"

Ad-erti"i! theor*(model"

• e3t$re

• =ill7 2:117 #hapter 5

• Re4ie+ >$esti%ns 07 87 1:

/


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• Mass &eia &arketin/ 3%&&$ni3ati%n &%elB (isase %n a linear &%el %< 3%&&$ni3ati%n see =ill72:11 te9t%%k p. ""!

0



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-. Mass me%ia marketing ommuniationmo%e$

SPONSDBACK

S ND NCOD M SSAG D COD C IV

NOIS

M IUM

1a"ed o Schramm 55 see =ill7 2:117 p. ""


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Q4. ) the cotet o, tele-i"io

ad-erti"i! hat mi!ht oi"e iclude#



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)teracti-e marketi! commuicatio

• e3t$re

• =ill7 2:117 #hapter 1'

• Re4ie+ >$esti%ns 17 27 "7 87 1:

2

- C i ti th


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-. Communiation theor", A%'ane% (e CommuniationMo%e$

=ill

Two-way communications

among:

• Company - customer • Customer - customer


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>. -a4e y%$ en/a/e in %nline intera3ti4e3%&&$ni3ati%ns re3ently,

– What +as the type %< 3%&&$ni3ati%n,

– -%+ i the 3%&&$ni3ati%n inC$en3e y%$r eha4i%$r,

23


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Session / Tutoria$

O'7ecti-e8 T% learn +hat the e9a&iner is l%%kin/


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AnnounementS$pple&entary assess&ent peri% (in3l$ese9a&7 assi/n&ent!

– $lyA$/$st 2:1

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Thanks

• G%% l$3k +ith y%$r e9a&s

• I< y%$? like t% keep in t%$3h F sen &e ainkeIn in4itati%n

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l 12 - module recap_student

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