Transcript Marketing Communication

MARKETING
COMMUNICATION
Marketing 360
Brian Gillespie
Communication Purposes

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
Inform
Remind
Persuade
Build relationships
How do we communicate?

Verbal messages
 “Hey

Steve, let’s grab a pizza.”
Non verbal messages
 Expressions
 Symbols
Marketing Communication Purposes

Inform
 “Fifteen
minutes could save you fifteen percent or
more”
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Remind
 “Don’t
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Persuade
 “Just

leave home without it”
do it”
Build relationships
 “You’re
in good hands”
Communication Model
Source
•Individual
•Company
encoding
Message
•Advertisement
•PR
•Communication
from others
Medium
•Magazines
•Television
•Radio
•Word of
Mouth
Noise
•Competing messages
•Distracters
Feedback
•Brand loyalty
•Product awareness
decoding
Receiver
•Consumer
How do marketers communicate with
consumers?

Promotion mix
 Mass
appeal
 Advertising
 Sales
promotion
 Public relations
 Personal
appeal
 Personal
selling
 Direct marketing
Integrated Marketing Communication
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Developed marketing plans designed to create
lasting relationships with consumers
Customer centric
Why is it more important today than ever?
Developing the IMC
Step 1: Identify the target audiences
Step 2: Establish the Communication Objectives
Step 3: Determine and allocate the marketing communication budget
•Determine the total promotion budget
•Decide on a push or pull strategy
•Allocate the budget to a specific promotion mix
Step 4: Design the promotion mix
Step 5: Evaluate the effectiveness of the communication program
Develop an Integrative Marketing
Communication Plan



Your team has developed the product featured on
the following slide
Create a IMC plan to successfully market the
product
Allocate the budget to the different promotion mix
mediums based on percentage of budget
Tattoos for Babies
Alternative Marketing Methods
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Word of mouth
Word of mouth marketing
Buzz marketing
Viral marketing
Guerrilla marketing
What Are these Messages Trying to
Tell Us?


Marketing communication purpose
Promotion mix