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Integrated Marketing Communications
SRMS-IBS
drm
ohitm
aury
a@
hotm
ail.co
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• Integrated Marketing Communications Planning Model
• Promotional Program Situation Analysis
• Analysis of the Communications Process
• Budget Determination
• Develop Integrated Marketing Communications Programs
• Review of Marketing Plan
• Advertising• Sales
• Promotion• PR/
• Publicity• Personal• Selling
• Direct• Marketing
• Advertising• Objectives
• Sales• Promotion• Objectives
• PR/• Publicity
• Objectives
• Personal• Selling
• Objectives
• Direct• Marketing• Objectives
• Message• Strategy
• Sales• Promotion• Strategy
• PR/• Publicity• Strategy
• Personal• Selling
• Strategy
• Direct• Marketing• Strategy
• Integration & Implementation of Marketing Communications Strategies
• Monitor, Evaluate & Control Promotional Program
• Internet/• Interactive
• Internet/• Interactive• Objectives
• Internet/• Interactive• Strategy
• © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Review of Marketing Plan : SWOT,Competitive Analysis, STP
External Analysis : Target Market, Customer, Competitor
Budget Determination : Objective – Task, % of Sales, Affordable, Competitive Parity.
Developing IMC Program : Promotional – Mix Elements and it's budget, Creative Strategy, Media Strategy
Integrate and Implement IMC Strategy
Monitor Evaluate & Control IMC Program
drm
ohitm
aury
a@
hotm
ail.co
m
• Product• Decisions
• Pricing• Decisions
• Distribution
• Decisions
• Product• Decisions
• Pricing• Decisions
• Distribution
• Decisions
• Opportunity
• Analysis
• Competitive
• Analysis
• Target• Marketing
• Identifying• Markets
• Market• Segmentati
on
• Selecting a• Target
Market
• Positioning• Through
• Marketing• Strategies
• Promotional
• Decisions• Advertising• Direct
Marketing• Interactive
Marketing• Sales
Promotion• Publicity
and Public Relations
• Personal Selling
• Resellers
• Ultimate• Consumer• Consumers• Businesses
• Promotion• to Final• Buyer
• Promotion• To Trade
• Opportunity
• Analysis
• Competitive
• Analysis
• Target• Marketing
• Identifying• Markets
• Market• Segmentati
on
• Selecting a• Target
Market
• Positioning• Through
• Marketing• Strategies
• Promotional
• Decisions• Advertising• Direct
Marketing• Interactive
Marketing• Sales
Promotion• Publicity
and Public Relations
• Personal Selling
• Ultimate• Consumer• Consumers• Businesses
Marketing and Promotions Process Model
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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