jankennethobar.assignment2
TRANSCRIPT
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TOP 2 Learning Concepts
Ch 17: Designing and Managing
Integrated Marketing Communication
Jan Kenneth Obar
April 1, 2011
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Outline:
1) 8 Steps in Developing Effective Communication
2) 8 Elements of the Communication Process
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Concept 1:
8 Steps in Developing Effective
Communication
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IdentifyTargetAudience
Determine Objectives
DesignCommunication
Select Channels
Establish Budget
Decide on MediaMix
Measure Results
Manage Integrated Marketing
Communication
From Philip Kotler’s, Marketing Management 13th edition
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Concept 1:
Start with a clear target audience in mind.
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IdentifyTargetAudience
- Potential Buyers of the Product
- Current Users
- Deciders
- Influencers
- Groups
- General Public
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Concept 1:
The most effective communications often can
achieve multiple objectives
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IdentifyTargetAudience
Determine Objectives
4 Possible Objectives
- Category Need
- Brand Awareness
- Brand Attitude
- Brand Purchase Intention
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Concept 1:
Formulating the communications to achieve
the desired response.
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IdentifyTargetAudience
Determine Objectives
DesignCommunication
3 Problems to solve
- What to Say?
- How to say it?
- Who should say it?
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Concept 1:
Selecting efficient means to carry the
message becomes more difficult as channels
of communication become more fragmented.
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IdentifyTargetAudience
Determine Objectives
DesignCommunication
Select Channels
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Concept 1:
One of the most difficult decisions is
determining how much to spend on marketing
communication and promotion.
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IdentifyTargetAudience
Determine Objectives
DesignCommunication
Select Channels
Establish Budget
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Concept 1:
Each communication tool has its own uniqe
characteristic and costs.
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IdentifyTargetAudience
Determine Objectives
DesignCommunication
Select Channels
Establish Budget
Decide on MediaMix
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Concept 1:
Senior managers wants to know the
outcomes and revenues resulting from their
communication investments.
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IdentifyTargetAudience
Determine Objectives
DesignCommunication
Select Channels
Establish Budget
Decide on MediaMix
Measure Results
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Concept 1:
Evaluates the strategic roles of a variety of
communication disciplines.
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IdentifyTargetAudience
Determine Objectives
DesignCommunication
Select Channels
Establish Budget
Decide on MediaMix
Measure Results
Manage Integrated Marketing
Communication
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Concept 2:
8 Elements of the Communication Process
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Media
Sender Encoding Message Decoding
Receiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
Companies needs to communicate with
customers
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Media
Sender Encoding Message Decoding
Receiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
Companies needs the right media and
message
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Media
Sender Encoding Message Decoding
Receiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
Competitive clutter is the noise that
interferes with your message
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Media
Sender Encoding Message Decoding
Receiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
If customers believe your message they buy
your product or service
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Media
Sender Encoding Message Decoding
Receiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
Customer Satisfaction or delight can be
measured informally of formally
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Media
Sender Encoding Message Decoding
Receiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
Example:
The Company Philip Morris
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Media
Sender Encoding Message DecodingReceiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
Example:
Communicates on going raffle promo
through consumer events.
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Media
Sender Encoding Message DecodingReceiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
Example:
Directed at intended receivers
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Media
Sender Encoding Message DecodingReceiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
Example:
As a result sales volume increases due to
increase in consumer off take
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Media
Sender Encoding Message DecodingReceiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Concept 2:
Example:
Feedback through survey forms, customer
verbal feedback and number of raffle entries
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Media
Sender Encoding Message DecodingReceiver
ResponseFeedback
Noise
From Philip Kotler’s, Marketing Management 13th edition
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Summary
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1) 8 Steps in Developing Effective Communication
2) 8 Elements of the Communication Process