1. TOP 2Learning Concepts Ch 17: Designing and ManagingIntegrated Marketing Communication Jan Kenneth Obar April 1, 2011 http://jankenneth-obar.blogspot.com

2. Outline: 8 Steps in Developing Effective Communication 8 Elements of the Communication Process 2 http://jankenneth-obar.blogspot.com

3. Concept 1: 8 Steps in Developing Effective Communication 3 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix Measure Results Manage Integrated Marketing Communication From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

5. Deciders

6. Influencers

7. Groups

8. General Public Identify Target Audience http://jankenneth-obar.blogspot.com

10. Brand Attitude

11. Brand Purchase Intention Identify Target Audience Determine Objectives http://jankenneth-obar.blogspot.com

13. Who should say it? Identify Target Audience Determine Objectives Design Communication http://jankenneth-obar.blogspot.com

14. Concept 1: Selecting efficient means to carry the message becomes more difficult as channels of communication become more fragmented. 7 Identify Target Audience Determine Objectives Design Communication Select Channels http://jankenneth-obar.blogspot.com

15. Concept 1: One of the most difficult decisions is determining how much to spend on marketing communication and promotion. 8 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget http://jankenneth-obar.blogspot.com

16. Concept 1: Each communication tool has its own uniqe characteristic and costs. 9 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix http://jankenneth-obar.blogspot.com

17. Concept 1: Senior managers wants to know the outcomes and revenues resulting from their communication investments. 10 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix Measure Results http://jankenneth-obar.blogspot.com

18. Concept 1: Evaluates the strategic roles of a variety of communication disciplines. 11 Identify Target Audience Determine Objectives Design Communication Select Channels Establish Budget Decide on Media Mix Measure Results Manage Integrated Marketing Communication http://jankenneth-obar.blogspot.com

19. Concept 2: 8 Elements of the Communication Process 12 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

20. Concept 2: Companies needs to communicate with customers 13 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

21. Concept 2: Companies needs the right media and message 14 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

22. Concept 2: Competitive clutter is the noise that interferes with your message 15 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

23. Concept 2: If customers believe your message they buy your product or service 16 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

24. Concept 2: Customer Satisfaction or delight can be measured informally of formally 17 Media Message Decoding Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

25. Concept 2: Example: The Company Philip Morris 18 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

26. Concept 2: Example: Communicates on going raffle promo through consumer events. 19 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

27. Concept 2: Example:Directed at intended receivers 20 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

28. Concept 2: Example:As a result sales volume increases due to increase in consumer off take 21 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

29. Concept 2: Example:Feedback through survey forms, customer verbal feedback and number of raffle entries 22 Media Decoding Message Receiver Sender Encoding Noise Response Feedback From Philip Kotler’s, Marketing Management 13th edition http://jankenneth-obar.blogspot.com

30. Summary 23 8 Steps in Developing Effective Communication 8 Elements of the Communication Process http://jankenneth-obar.blogspot.com