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Integrated Marketing Communication

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Dr. Abha Toshniwal

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MARKETING COMMUNICATION BY ABHA TOSHNIWAL
Marketing Communications ,[object Object],[object Object]
Importance of Marketing Communications ,[object Object],[object Object],[object Object],[object Object]
The Communications Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Process NOISE Competing ads, other distractions MESSAGE CHANNEL Select the media or other vehicle to carry the message ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind FEEDBACK Impact measured using research, sales, or another measure RESPONSE Ranges from simple awareness to purchase DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed
Inside the Communications Process ,[object Object],[object Object],[object Object],[object Object]
Developing Effective Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identifying Target Audience ,[object Object],[object Object]
Determining Objectives Awareness Knowledge Liking Preference Conviction Purchase Hierarchy- of-effects model
Design Message ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Contd.
[object Object],[object Object],[object Object],[object Object],[object Object],Design message
Select the communication channel Channels Personal Non-personal Advocate Expert Social Media Atmosphere Events Print Broadcast Network Electronic Display
Establishing the total Marketing Communications Budget ,[object Object],[object Object],[object Object],[object Object]
Deciding on the Marketing Communication Mix ,[object Object],[object Object],[object Object]
More Elements ,[object Object],[object Object]
Considerations in Designing Marketing Communications Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measure the Communications Results Target audience are asked whether they recognize or recall the message.
Managing the integrated marketing communications process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Integrated Marketing Communications ,[object Object],[object Object],[object Object]
Push or Pull Strategy ,[object Object],[object Object],[object Object]
An Illustration Producer Wholesaler Retailer Consumer PUSH STRATEGY Producer Wholesaler Retailer Consumer Product flow Communication effort PULL STRATEGY
Choosing a Push or Pull Strategy ,[object Object],[object Object]
THANK YOU

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Integrated Marketing Communication

  • 1. MARKETING COMMUNICATION BY ABHA TOSHNIWAL
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  • 5. The Process NOISE Competing ads, other distractions MESSAGE CHANNEL Select the media or other vehicle to carry the message ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind FEEDBACK Impact measured using research, sales, or another measure RESPONSE Ranges from simple awareness to purchase DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed
  • 6.
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  • 9. Determining Objectives Awareness Knowledge Liking Preference Conviction Purchase Hierarchy- of-effects model
  • 10.
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  • 12. Select the communication channel Channels Personal Non-personal Advocate Expert Social Media Atmosphere Events Print Broadcast Network Electronic Display
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  • 18. Measure the Communications Results Target audience are asked whether they recognize or recall the message.
  • 19.
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  • 22. An Illustration Producer Wholesaler Retailer Consumer PUSH STRATEGY Producer Wholesaler Retailer Consumer Product flow Communication effort PULL STRATEGY
  • 23.