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DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS

Ysa M. NaguiAteneo Graduate School of Business

Top 10 Concepts

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)

Concept 1:

Role of Marketing Communications

To effectively reach and influence target markets

8 major modes of communication

Concept 2:

Marketing Communication Mix

Interactive Marketing

Personal Selling

Concept 3:

Effective Communication Process

Concept 4:Developing Effective Communications involves 8 steps

Identifying the target audience Determine the communications objectives Design the communications Select the communications channels Establish the total communications budget Decide on the communications mix Measure the communication results Manage the integrated marketing

communications process.

Concept 5:

Identify the Target Audience

is a critical influence on the communicator’s decisions about what to say, how, when, where, and to whom.

Concept 6:

Determine the Communication Objectives

Category Need Brand Awareness Brand Attitude Brand Purchase Intention

Concept 7:

Design the Communications

Message Strategy – what to say Creative Strategy – how to say it Message Source – who should say

it

Concept 8:

Select the Communication Channels

Personal Communication Channels - advocate, expert and social channels

Non personal Communication Channels - media, atmospheres, and events

Concept 9:

Objective-and-Task Method

calls upon marketers to develop their budget by defining specific objectives.

Concept 10:Managing the Integrated Marketing Communication Process (IMC)

Is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.

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

My Conclusion: Designing and Managing Integrated Marketing Communications

To effectively reach and influence target markets,

Holistic marketers are creatively employing multiple forms of communications.

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DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS

Ysa M. NaguiAteneo Graduate School of Business

Top 10 Concepts