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1、Designing and Managing Integrated Marketing CommunicationsChapter 15Objective-and-Task Method Establish market share goal Select%of market reached by advertising Estimate%of prospects who should try brand Calculate ad impressions per 1%trial rate Find gross rating points to be purchased Calculate bu

2、dget for cost of gross rating pointSelecting the Marketing Communications Mix Advertising Sales promotion Events and experiences Public relations and publicity Online and social media marketing Mobile marketing Direct and database marketing Sales forceMarketing Communications Mix Characteristics Adv

3、ertising Pervasiveness Amplified expressiveness Control Sales Promotion Ability to be attention-getting Incentive InvitationMarketing Communications Mix Characteristics Events and experiences Relevant Engaging Implicit Public relations and publicity High credibility Ability to reach hard-to-find buy

4、ers DramatizationMarketing Communications Mix Characteristics Online and social media marketing Rich Interactive Up to date Mobile marketing Timely Influential PervasiveMarketing Communications Mix Characteristics Direct and database marketing Personal Proactive Complementary Personal selling Custom

5、ized Relationship-oriented Response-orientedSetting the Marketing Communications Mix Type of product market Consumer vs.business marketers Advertising/sales promotion vs.personal selling Product life-cycle stage Buyer-readiness stageSetting the Marketing Communications MixMeasuring Communication Res

6、ultsIntegrated marketing communications(IMC)“A planning process designed to assure that all brand contacts received by a customer or prospect for a product,service,or organization are relevant to that person and consistent over time”Managing Integrated Marketing CommunicationsManaging Integrated Marketing CommunicationsCoverageContributionCommonalityComplementarityConformabilityCost Coordinating media&implementing IMC