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GOALS

Issues in how to develop, implement, and evaluate an integrated marketing communication program. Explore the role and challenges of marketing communications Effects of Communication options in isolation and combination

Media Advertising Personal Selling

Direct Response & Interactive Advertising

Publicity & Public Relations

Place Advertising Communication Types

Event Marketing & Sponsorship

POP Advertising

Consumer Promotions

Trade Promotions

Integrated Marketing Communications


The program involves the development, implementation and evaluation of marketing communication programs using multiple communication options where the design and execution of any communication option reflects the nature and content of other communication options that also makes up the communication program.

THE MARKETING COMMUNICATION TETRAHEDRON

Consumer
Prior Knowledge Processing goals

Situation
Place Time

Response
Processing outcomes

Communication
Modality Info BrandRelated Info Executional Info

MACRO PERSPECTIVES ON IMC PROGRAMS


HOW individual consumers respond to various individual marketing communication options under different circumstances? The basic assumption that applies- the marketer has already reached thoroughly the target market and has complete understanding about Perception Attitude Behaviour

Goal - To create the most effective and efficient communication program possible. Towards the goal , six relevant criteria can be identified: Coverage Contribution Commonality Robustness Cost

Using IMC Choice Criteria


1)Evaluating communication options.

Contd
2)Establishing priorities and tradeoffs.

3) Executing final design and implementation.

Summary
Marketing Communication Tetrahedron (MCT)
1. 2. 3. 4. Consumer Communication Response Situation

Contd.
Six criteria
1. 2. 3. 4. 5. 6. Coverage Contribution Commonality Complementarity Robustness Cost

Contd.
MCTs factors are characterised by interaction between and among themselves. The six criteria help evaluate the program By adopting this broad view of communications, the possible effects of different communication options can then be interpreted and compared in a way to facilitate the development of the best possible IMC program.

Implications
1. It is important to employ a mix of different communication options, each playing a specific role in creating the desired effect 2. Whole of program put together should be greater than the sum of parts.