Giáo án Marketing Management Chapter 17 DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS (IMC) What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications? What is the communications mix and how should it be set? What is an integrated marketing communications program?
DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS (IMC) Chapter 17 Dove’s Campaign for Real Beauty TV & Print ads Evolution No Age Limit Movement for self-esteem Chapter questions • What is the role of marketing communications? • How marketing communications work? • What are the major steps in developing effective communications? • What is the communications mix and how should it be set? • What is an integrated marketing communications program? Chapter outline The role of marketing communications Developing effective communications Deciding on the marketing communications mix Managing the integrated marketing communications process Summary Debate & Discussions THE ROLE OF MARKETING COMMUNICATIONS Section What are Marketing Communications? Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell The changing marketing communication environment • Internet • Proliferation of media and entertainment options • Ad-skipping digital video recorder • Multipurpose cell phones • Portable music and video player • =>Consumers now can choose to process company’s communication Marketing communications, brand Equity, and sales • Nowadays, advertising is not the only one-or even the most important one A wide range of marketing activities supported the traditional advertising in Nike’s latest campaign introducing a new line of sneakers endorsed by basketball star LeBron James Marketing Communications Mix • Advertising • Direct marketing • Sales promotion • Interactive marketing • Events and • Word-of-mouth experiences • Public relations and publicity marketing • Personal selling Figure 17.1 IMC Builds Brands