Chapter 17 Designing and Managing IMC
- 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.