Intergrated marketing communications

INTEGRATED MARKETING COMMUNICATIONS • Lectured by Khoa Nguyễn Business Challenge To help the brand to improve their brand equity Business Challenge Marketing Objective Communication Objective • How to make Nescafe 3-in-1 become most loved? CONSUMER INSIGHTS Everything starts with MARKET RESEARCH STRATEGY – CREATIVE IDEA KEY MESSAGE – KEY VISUAL Remember: • Communication (or marketing) is vital; but it does not mean communication could help a corporate solve everything (Le T., 2013) Topic Outline The Promotion Mix Integrated Marketing Communications The Communications Process Steps in Developing Effective Marketing Communication Setting Promotion Budget and Mix The Promotion Mix or Marketing Communication Mix TO INFORM TO PERSUADE PROMOTE GOODWILL Promotion Mix ADVERTISING DIRECT MARKETING SALES PROMOTION PERSONAL SELLING PUBLIC RELATIONS Design the message Emotional appeal Design the message Moral appeal Message structure and format • Design the message Choose Media PERSONAL NONPERSONAL Personal channels Word-of-mouth Opinion leadership Buzz Nonpersonal channels Major media Atmospheres Events Major media atmospheres Events Select Source Promotion mix strategies PULL PUSH PRODUCER Promotion Activity RETAILER/ WHOLESALER PRODUCER Demand Promotion Activity RETAILER/ WHOLESALER Promotion Activity Demand CONSUMER CONSUMER Push strategy Pull strategy Promotion mix strategies Advertising INTRODUCTION Sales Promotion GROWTH Selling MATURITY Public Relations DECLINE Direct Marketing PRODUCT LIFE CYCLE PROMOTION MIX References BRASSINGTON, F and PETTITT, S (2012) Essentials of Marketing 3rd Ed Harlow: Pearson KOTLER, P and ARMSTRONG, G (2013) Principles of Marketing London: Prentice Hall