IMC by Nhung Vu https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn en-us 2023-01-04 16:32:29 UTC 2023-01-04 17:02:25 UTC hello@padlet.com https://padlet.net/icons/png/1f383.png Chapter 1: Introduction to Integrated Marketing Communications vunhung140802 https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433757644 2023-01-04 16:35:56 UTC https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433757644 The IMC Planning Process vunhung140802 https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433759531 [p.31]]]> 2023-01-04 16:37:28 UTC https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433759531 Review of the Marketing Plan vunhung140802 https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433762432
  • Examine overall marketing plan and objectives
  • Role of advertising and promotion
  • Competitive analysis
  • Assess environmental influences 
    •  
    ]]>     2023-01-04 16:39:18 UTC https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433762432     Analysis of Promotional Situation vunhung140802 https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433762981
  • Internal analysis
    • Promotional department organization 
    • Firm’s ability to implement the promotional program
    • Agency evaluation and selection
    • Review of previous program results
    •  
    • External analysis
      • Consumer behavior analysis
      • Market segmentation and target marketing
      • Market positioning 
    ]]>     2023-01-04 16:39:47 UTC https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433762981     Analysis of the Communication Process vunhung140802 https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433768042
  • Analyze receiver’s response processes
  • Analyze source, message, channel factors
  • Establish communication goals and objectives 
    •  
    ]]>     2023-01-04 16:43:56 UTC https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433768042     Budget Determination vunhung140802 https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433769687
  • Set tentative marketing communications budget
  • Allocate tentative budget 
    • ]]>     2023-01-04 16:45:19 UTC https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433769687     Develop Integrated Marketing Communications Program vunhung140802 https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433770031
  • Types
    • Advertising
    • Direct Marketing
    • Digital/Internet Marketing
    • Sales promotion (SP)
    • Public relations/ publicity
    • Personal selling (PS)

    • Process for each type
      • Set objectives
      • Determine budget
      • Develop message (and tools for SP)
      • Develop media strategy (or roles and responsibilities for PS)

    ]]>     2023-01-04 16:45:37 UTC https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433770031     Integrate and Implement Marketing Communications Strategies vunhung140802 https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433770239
  • Integrate promotional-mix strategies
  • Create and produce ads
  • Purchase media time and space
  • Design and implement direct-marketing programs
  • Design and distribute sales promotion materials
  • Design and implement public relations/publicity programs
  • Design and implement digital/Internet marketing programs 
    •  
    ]]>     2023-01-04 16:45:47 UTC https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433770239     Monitor, Evaluate, and Control Integrated Marketing Communications Program vunhung140802 https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433770546
  • Evaluate promotional program results/effectiveness
  • Take measures to control and adjust promotional strategies 
    •  
    ]]>     2023-01-04 16:46:02 UTC https://padlet.com/gdschanunhungvh1408/w1ya35srj80hy7rn/wish/2433770546