View
1.361
Download
2
Category
Preview:
DESCRIPTION
integrated marketing communications
Citation preview
Integrated Marketing Communications (IMC)
Integrated Marketing communication (IMC)
•The concept of designing marketing communications programs that coordinate all promotional activities
Marketing communication mix
Communication process
Source
Feedback Response
Receive
Media
Message
Noise
DecodingEncoding
Developing Effective Communication
•Step1:Identifying the Target Audience
•Step2:Determining Communication Objectives
•Step3: Designing a Message
•Step4:Choosing Media
•Step5:Selecting the message source
•Step6:Collecting Feedback
Developing Effective Communication
Step1:Identifying the Target Audience• Affects decisions related to what, how, when, and
where message will be said, as well as who will say it.
Step2:Determining Communication Objectives• Six buyer readiness stages.
Six buyer readiness stages
Developing Effective Communication
Developing Effective Communication
Step3: Designing a Message•AIDA framework guides message design.
Awareness, Interest, Desire, Action.•Message content contains appeals or themes designed
to produce desired results. Rational appeals: relate to the audience’s self-interest. Emotional appeals: Stir up negative or positive feelings
using humor, fear, pride, joy, etc. Moral appeals: related the audience’s sense of right vs
wrong.
Developing Effective Communication
Step3: Designing a Message•Message Structure: Key decisions are required with
respect to three message structure issues:▫Whether or not to draw a conclusion▫One-side vs two-sided argument▫Order of argument presentation.
• Message format: Design, layout, copy, color, shape, movement, words, sounds, body language, dress, etc.
Developing Effective Communication
Step4:Choosing Media•Personal communication channels: Includes face to
face, phone, mail, and Internet chat communications.•Non-personal communication channels: Includes
media, atmosphere, and events.
Developing Effective Communication
Step5: Selecting the Message Source•Highly credible sources are more persuasive.•A poor spokesperson can tarnish a brand.
Developing Effective Communication
Step6:Collecting Feedback•Recognition, recall, and behavioral
measures are assessed.•May suggest changes in
product/promotion.
Thank you for paying attention
Recommended