Top 10 Concepts

1. Top 10 Concepts
Submitted To: Vcoach Bong de Ungria
Submitted By: Marianne P. Gabuya

2.  Marketing Communications serve as the
firm's voice because it enables the firm to
inform, persuade, and remind its customers
about their products. It is through marketing
communications that companies are able to
build relationships with their clients.

3.  There are 8 modes of communication known as the
Marketing Communication Mix
a) Advertising - media
(print/broadcast/network/electronic/display)
b) Sales Promotion - incentives to entice target customers
c) Events and Experiences
d) Public Relations and Publicity
e) Direct Marketing - promotion of the company's image
f) Interactive Marketing - involves customer participation
g) Word-of-mouth marketing
h) Personal Selling

4.  The first step in planning marketing
communications is through a communication
audit. This will help the company determine
how customers inquire or get information
about the products they want.

5.  Macromodel of the communications process
a) Sender
b) Message - Tool
c) Media - Tool
d) Encoding - Function
e) Decoding - Function
f) Response - Function
g) Feedback - Function
h) Noise - Interference
i) Receiver

6.  8 Steps to achieve effective communications
a) Identify the target audience - potential buyers
b) Determine the communication objectives - category
need, brand awareness, brand attitude, brand purchase
intention
c) Design the communications - in order to achieve the
desired repsonse from the target customers, companies
should be able to know what/how/who to say it
d) Select the communications channels
e) Establish the marketing communications budget
f) Deciding on the marketing communications mix
g) Measure results
h) Manage integrated marketing communications

7.  The marketer needs connect or bridge the
public perception and the image sought in
order to identify its target audience.

8.  The most desirable method of setting the
communications budget is through the
objective-and-task method.

9.  Marketers should be able to identify and
summarize the advantages and
disadvantages of each communication tool to
be used, the company's rank, their product,
and their target customers when choosing a
marketing communications mix.

10.  Marketers should be able to evaluate and
review their marketing communications in
order to measure its effectivity. It could be
achieved by directly getting their target
customers' feedback/comments.

11.  Integrated Marketing Communications is
needed for managing and coordinating the
communication process. IMC aides in
evaluating the functions of different
communication disciplines and integrating
them.