INTEGRATED MARKETING COMMUNICATION STRATEGY
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PRESENTETION ON MARKETING
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INTEGRATED MARKETING COMMUNICATION STRATEGY
- 2. CHAPTER 14 Communicating Customer Value Integrated Marketing Communications Strategy. Presentation On
- 3. GROUP MEMBERS NURUL ISLAM MINHAZ BIN MUNIR MOHAMMAD AYUB PERVEJ MD.ARIFUR RAHMAN MD.TAREQ HASAN PAVEL MD.SAIFULISLAM AKASH
- 5. Advertising Personal selling Public relations Direct marketing Sales promotion Consistent, clear, and compelling company and brand messages Carefully Blended Mix Of Promotion Tools
- 6. Advertising. Sales promotion. Personal selling. Public relation. Direct marketing.
- 7. Elements of the Communication Process Sender Message Receiver Media Encoding Decoding Response Feedback Noise AView OfThe Communication Process
- 8. Sender ReceiverEncoding Decoding Message ResponseFeedback Noise Noise Media Receiver’s Field of Experience Sender’s Field of Experience Diagram Of Communication Process.
- 9. Collecting feedback Design the message Identify the target audience Choose the media Select the message source Determine the communication objectives Steps in Developing Effective Marketing Communication
- 10. • Identifying the Target Audience. • Determining the Communication Objectives. Awareness Liking ConvictionPreferenceKnowledge Purchase • Designing A Massage. i) Message Content. ii) Message Structure. iii) Message Format.
- 11. • Choosing The Media. i) Personal communication channels Word of mouth influence Buzz marketing ii) Nonpersonal communication channels • Selecting the Message Source. • Collecting Feedback.
- 12. Setting The Total Promotion Budget. Affordable Based on What the Company Can Afford Objective-and-Task Based on Determining Objectives & Tasks, Then Estimating Costs Percentage of Sales Based on a Certain Percentage of Current or Forecasted Sales Competitive-Parity Based on the Competitor’s Promotion Budget
- 14. Promotion Mix Strategies • Push strategy • Pull strategy Consumers Retailers and wholesalers Producer Producer marketing activities (consumer advertising, sales promotion, other) Pull strategy Demand Demand Retailers and wholesalers ConsumersProducer Push strategy Producer marketing activities Reseller marketing activities
- 16. * Avoid False Or Deceptive Advertising. * Avoid False Claims * Avoid Bait And Switch Advertising * Follow The Rules Of Fair Competition * Match Advertising Claims * Obey the law of respective authority. * Sponsor social awareness programs.