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Georgeta Ciobanu (copyright),
Comunicare corporativa - Note de
curs (2011 ) 1
III. Integrated Corporate Communication
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Georgeta Ciobanu (copyright),
Comunicare corporativa - Note de
curs (2011 ) 2
Integrated approach
- profound understanding of entire business enterprise
+
- integration and application of this knowledge to all aspects of corporate communication
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Georgeta Ciobanu (copyright),
Comunicare corporativa - Note de
curs (2011 ) 3
Integrated Communications
the application of analysis, communication, evaluation techniques to create and manage integrated, multi-faceted interventions combining information, instruction, collaboration, business process design, feedback, incentive systems to improve human performance in the workplace in order to achieve the organization’s desired missions and visions
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Georgeta Ciobanu (copyright),
Comunicare corporativa - Note de
curs (2011 ) 4
Traditional models of communication
Various specialties and departments dedicated to communication within organization = “islands of communication”
Linear communication / one type of well-designed intervention will solve the problem
Traditional practice : reactive
Outcomes of communication: measured by satisfaction indicators
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Georgeta Ciobanu (copyright),
Comunicare corporativa - Note de
curs (2011 ) 5
ICs model - market-based strategic communication -
Proactive communication
- requirements of customers
- realities of marketplace
- focus on organization strategy
interpretation and negotiation among all parties in a communication situation
impact on environment and social infl.
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Georgeta Ciobanu (copyright),
Comunicare corporativa - Note de
curs (2011 ) 6
Model
~ examination of customer and market needs, identification of performance goals and gaps, examination and possible re-design of basic business processes to meet these goals and the systematic identification, implementation and evaluation of a coordinated set of communication solutions
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Georgeta Ciobanu (copyright),
Comunicare corporativa - Note de
curs (2011 ) 7
Integrated Marketing Communication
Integrate knowledge of:
• marketing communication plan
• communication theory
• buying behaviour
• market research
• agency relationships
• the media
• the changing communication environment
• international marketing communication
• selling and sales management
• advertising
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Georgeta Ciobanu (copyright),
Comunicare corporativa - Note de
curs (2011 ) 8
continued
• Sales promotion
• Direct marketing
• Publicity and PR
• Sponsorship
• Exhibitions
• Packaging
• Merchandising
• E-marketing
• Corporate identity
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Georgeta Ciobanu (copyright),
Comunicare corporativa - Note de
curs (2011 ) 9
Integrated corporate and product brand communication
~ all communication allied to and integrated with corporate brand value~
Corporate brand value: quality /throughout the firm/
power /authority of firm /
price /value delivered to stakeholders/
loyalty /support of firm from customers, employees, channels/