Integrated Marketing Communications

SRMS-IBS

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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

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ohitm

aury

a@

hotm

ail.co

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• 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