Abko

Designing & Managing Integrated Marketing Communications

CHAPTER 17

PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009

THE ROLE OF MARKETING COMMUNICATIONS

PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009

Marketing Communication Mix

MARCOMM Programs Brand Equity

Advertising

Brand awareness

Personal selling

Sales promotion

Brand relationship

Brand image

Direct marketing

Event Experiences

Brand responses

Public relation & publicity

PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009

Communication Process

SENDER ENCODING MEDIA DECODING RECEIVER

NOISE

FEEDBACK

RESPONSE

PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009

MICROMODEL OF CONSUMER RESPONSE

AIDA Hierarchy of Effects Awareness Cognitive stage Attention Knowledge Interest Affective stage Desire Liking Preference Interest Evaluation Awareness Reception

Cognitive response

Innovation Adoption

Communication Exposure

Attitude Intention

Conviction

Trial

Behavior stage Action Purchase Adoption Behavior

PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009

DEVELOPING EFFECTIVE COMMUNICATIONS

PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009

DEVELOPING EFFECTIVE COMMUNICATIONS

Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results Manage integrated marketing communication

PowerPoint by: Zarifah Fadilah Ramli, UiTM Perak Source: Kotler et. al., Marketing Management: An Asian Perspective, 15e, 2009

DEVELOPING EFFECTIVE COMMUNICATIONS

Identify target...