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INTEGRATED MARKETING
COMMUNICATIONSWeek 12
Module Recap
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1. The Market Map
MARKETING AUDIT
Macro-environment
2. PEST Analysis(DEEPIST!
Micro-environment
". #$st%&er Analysis
'. #%&petit%rAnalysis
. #%&pany Analysis
Summary
). SW*T Analysis
Where are
+e n%+ ,
-%+ % +e/et there ,
Where i
+e /et t%,
Where % +e
+ant t% /%,
0. Set Marketin/*e3ti4es
5. Strate/y *pti%nIenti63ati%n7E4al$ati%n an
Sele3ti%n
8. I&ple&entati%nthr%$/h Marketin/
*r/anisati%n an theMarketin/ Mi9
1:. #%ntr%l
:. Missi%n ;#%rp%rate%e3ti4es
1. What is Marketing Communiation!Strateg" Im#$ementation
Aapte
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4
• e3t$re 2
• =ill7 2:117 #hapter
• Re4ie+ >$esti%ns 27 "7 7 )
1. What is IMC!
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1. What is IMC!
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• >1. De6ne +hat y%$ $nerstan t% einte/rate &arketin/ 3%&&$ni3ati%ns.
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IM# is a strate/i3 appr%a3h t% the planne&ana/e&ent %< an %r/anisati%n?s
3%&&$ni3ati%ns.IM# re@$ires that %r/anisati%ns 3%%rinatetheir 4ari%$s strate/ies7 res%$r3es an&essa/es in %rer that it en/a/e3%herently an &eanin/
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*. Marketing ommuniation too$sQ2. What are marketi! commuicatio tool"#
• e3t$re 1
• =ill (2:11! #hapter 1
Sale" $romotio
• e3t$re 0
• =ill (2:11! #hapter 12• Re4ie+ >$esti%ns 17 "7
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Figure 1.3 Factors that drive engagement opportunities (Fill, 2011)
*. What is Marketing Communiation!
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*. Too$s o) the marketingommuniations mi&
• Pers%nal sellin/• A4ertisin/
•Sales pr%&%ti%n
• Dire3t &arketin/• PR an p$li3ity• Sp%ns%rship
• %hi'itio"• $acka!i!• $OS(merchadi"i!
• )teret• WOM
• Corporate idetit*• Social media
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*. Marketing ommuniation too$s$u'lic relatio"
• e3t$re 8
• =ill (2:11! #hapter 1:• Re4ie+ >$esti%ns 1"
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*. Marketing ommuniation too$sSale" promotio
• e3t$re )
• =ill (2:11! #hapter 12
• Re4ie+ >$esti%ns 17 "7
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*. Marketing ommuniation too$s+irect Marketi!
• e3t$re 0
• =ill (2:11! #hapter 11 pp. 200255
• Re4ie+ >$esti%ns 17 "7 '
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*. TatisMedia
• e3t$re '
• =ill (2:1"! #hapter 2:
– =ill (2:1"! #hapter 2: Re4ie+ >$esti%ns "7 '7 )7
07 8
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*. Tatis
Q3. What are the ke* "tre!th" o, the
tele-i"io medium#
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+roa%ast me%ia, Te$e'ision
#hara3teristi3s • %+ in4%l4e&ent &ei$&7• 2:7 ":7 ): se3%n sl%ts• -%+ &$3h i a ": sl%t 3%st in
2:1',
Stren/ths =le9ile7 i&pa3t
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-. Communiation theor" • e3t$re "
• =ill (2:11! #hapter 2
– Re4ie+ >$esti%ns 17 27 '7 7 )
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-. Communiation theor"
Ad-erti"i! theor*(model"
• e3t$re
• =ill7 2:117 #hapter 5
• Re4ie+ >$esti%ns 07 87 1:
/
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• Mass &eia &arketin/ 3%&&$ni3ati%n &%elB (isase %n a linear &%el %< 3%&&$ni3ati%n see =ill72:11 te9t%%k p. ""!
0
-. Communiation theor"
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-. Mass me%ia marketing ommuniationmo%e$
SPONSDBACK
S ND NCOD M SSAG D COD C IV
NOIS
M IUM
1a"ed o Schramm 55 see =ill7 2:117 p. ""
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Q4. ) the cotet o, tele-i"io
ad-erti"i! hat mi!ht oi"e iclude#
-. Communiation theor"
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-. Communiation theor"
)teracti-e marketi! commuicatio
• e3t$re
• =ill7 2:117 #hapter 1'
• Re4ie+ >$esti%ns 17 27 "7 87 1:
2
- C i ti th
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-. Communiation theor", A%'ane% (e CommuniationMo%e$
=ill
Two-way communications
among:
• Company - customer • Customer - customer
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-. Communiation theor"
>. -a4e y%$ en/a/e in %nline intera3ti4e3%&&$ni3ati%ns re3ently,
– What +as the type %< 3%&&$ni3ati%n,
– -%+ i the 3%&&$ni3ati%n inC$en3e y%$r eha4i%$r,
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Session / Tutoria$
O'7ecti-e8 T% learn +hat the e9a&iner is l%%kin/
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AnnounementS$pple&entary assess&ent peri% (in3l$ese9a&7 assi/n&ent!
– $lyA$/$st 2:1
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Thanks
• G%% l$3k +ith y%$r e9a&s
• I< y%$? like t% keep in t%$3h F sen &e ainkeIn in4itati%n
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