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Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC). Integrated Marketing communication (IMC). The concept of designing marketing communications programs that coordinate all promotional activities. Marketing communication mix . Communication process. Media. Source. Message. Receive. Encoding.

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Integrated Marketing Communications (IMC)

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  1. Integrated Marketing Communications (IMC)

  2. Integrated Marketing communication (IMC) • The concept of designing marketing communications programs that coordinate all promotional activities

  3. Marketing communication mix

  4. Communication process Media Source Message Receive Encoding Decoding Noise Feedback Response

  5. Developing Effective Communication • Step1:Identifying the Target Audience • Step2:Determining Communication Objectives • Step3: Designing a Message • Step4:Choosing Media • Step5:Selecting the message source • Step6:Collecting Feedback

  6. Developing Effective Communication Step1:Identifying the Target Audience • Affects decisions related to what, how, when, and where message will be said, as well as who will say it. Step2:Determining Communication Objectives • Six buyer readiness stages.

  7. Six buyer readiness stages Developing Effective Communication

  8. Developing Effective Communication Step3: Designing a Message • AIDA framework guides message design. • Awareness, Interest, Desire, Action. • Message content contains appeals or themes designed to produce desired results. • Rational appeals: relate to the audience’s self-interest. • Emotional appeals: Stir up negative or positive feelings using humor, fear, pride, joy, etc. • Moral appeals: related the audience’s sense of right vs wrong.

  9. Developing Effective Communication Step3: Designing a Message • Message Structure: Key decisions are required with respect to three message structure issues: • Whether or not to draw a conclusion • One-side vs two-sided argument • Order of argument presentation. • Message format: Design, layout, copy, color, shape, movement, words, sounds, body language, dress, etc.

  10. Developing Effective Communication Step4:Choosing Media • Personal communication channels: Includes face to face, phone, mail, and Internet chat communications. • Non-personal communication channels: Includes media, atmosphere, and events.

  11. Developing Effective Communication Step5: Selecting the Message Source • Highly credible sources are more persuasive. • A poor spokesperson can tarnish a brand.

  12. Developing Effective Communication Step6:Collecting Feedback • Recognition, recall, and behavioral measures are assessed. • May suggest changes in product/promotion.

  13. Thank you for paying attention

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