v47 ch17 marketing comm visual edition ysa nagui
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DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
Ysa M. NaguiAteneo Graduate School of Business
Top 10 Concepts
VISUAL Edition
Outline: Designing and Managing Integrated Marketing Communications
1. Role of Marketing Communications2. Marketing Communications Mix3. Communication Process4. Developing Effective
Communications5. Identify the Target Audience
Outline: Designing and Managing Integrated Marketing Communications
6. Determine the Communications Objective
7. Design the Communications8. Select the Communication Channels9. Objective-and-Task Method10. Integrated Marketing Communication Process (IMC)
Role of Marketing Communications
Marketer
Customer
Marketing Communication Mix
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
Developing Effective Communications
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Identify the Target Audience
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Determine the Communications Objective
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Design the Communications
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Select the Communication Channels
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Objective-and-Task Method
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Integrated Marketing Communication Process (IMC)
Marketer Custome
r
8 Communicatio
n Mix
Communication Process
8 steps in developing effective communications
Summary: Designing and Managing Integrated Marketing Communications
1. Role of Marketing Communication2. 8 major modes of Communications Mix3. The communication process consists of
9 elements4. Developing effective communications
involves 8 steps. 5. There should be a clear
target audience in mind.
Summary:Designing and Managing Integrated Marketing Communications
6. Determine 4 Communication Objectives7. Formulating the communication
requires solving 3 problems8. 2 types of Communications Channel9. Objective-And-Task Method sets the
promotion budget10. Managing and coordinating the entire
communications process calls for IMC
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DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS
Ysa M. NaguiAteneo Graduate School of Business
Top 10 Concepts
VISUAL Edition