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8/3/2019 Principles of Marketing- Integrated Marketing Communications
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PPRINCIPLESRINCIPLES OFOF MMARKETINGARKETING
Integrated Marketing Communications
Prof. Rushen Chahal
Prof. Rushen Chahal 1
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1. Integrated marketing communication1. Integrated marketing communication
A process which involves the management andorganisation of all agents in the analysis,
planning, implementation and control of all
marketing communications
Means by which firms attempt to inform,
persuade, educate and remind consumersabout the products and brands
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1. Integrated marketing communication1. Integrated marketing communication
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Model of the communications process 9 elements
response
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1. Integrated marketing communication1. Integrated marketing communication
Marketing communications mix include:
Advertising:- any paid form of non-personal presentation of ideas, goods
from a sponsor Sales promotion:- short term incentives to
stimulate buying
Events:- company sponsored programs for
the to create brand experiences andinteraction
Public Relations (PR):- activities to protectorpromote the brands image
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1. Integrated marketing communication1. Integrated marketing communication
Personal selling:- face-to-face interaction
with prospective clients
Direct and Interactive marketing:- to illicit aresponse using direct mail, e-mail,
telemarketing
Word-of-mouth:- reference to the passing of
information from person to person, e.g. buzz,
blog, viral marketing
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1. Integrated marketing communication1. Integrated marketing communication
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Awareness Interest Desire Action
CognitiveCognitive AffectiveAffective BehaviorBehavior
Buyer readiness stages / Communications mix platform
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1. Integrated marketing communication1. Integrated marketing communication
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2. Developing marketing communications2. Developing marketing communications
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Some few steps of developing effectivecommunications plan
1. Target audience2. Communications objective
3. Communication design
4. Communication channel
5. Budget
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2. Developing marketing communications2. Developing marketing communications
1. Target Audience
Identify the audience and their
knowledge level
To assess the audiences attitude to
the image of the product. Takes a lotof persuasion to change their minds
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2. Developing marketing communications2. Developing marketing communications
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2. Communications objectives
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3. Communications Design
Message strategy:- formation of the
message in terms of theme or ideas Creative strategy:- the actual translation
of the message into various appeals, e.g.
fear, emotion, functional, humour etc Message source:- the reinforcement to
the message such as a celebrity, expert
etc. Prof. Rushen Chahal 11
2. Developing marketing communications
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2. Developing marketing communications2. Developing marketing communications
4. Communications Channel Personal channels:- two or more
persons interacting through dialogues
(face-to-face 1-many) by social andexpert channels.- Includes Permission marketing.
Non-personal channels:- broadcastmedia, print media, networks,
electronic media, and display media,sales promotion and publicity (all tothe mass people)
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2. Developing marketing communications2. Developing marketing communications
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Personal vs Impersonal media channels
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2. Developing marketing communications2. Developing marketing communications
5. Budget
Objective and task
Affordable
Percentage of future and past profits
Competitive parity
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1. Situational Analysis
Environment:- consider the social and
cultural aspects, norms and mores The product:- consider the nature and
types of products sold
PLC influence:- consider the influence
of the products life span.
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3. Factors in setting the marketingcommunications mix
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3. Factors in setting the marketing3. Factors in setting the marketing
communications mixcommunications mix
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2.Push-pull factors / strategies