IMC Lecture 1
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Transcript of IMC Lecture 1
1
don’t think like a consumer
Applying the key tools of marketing communications in an integrated manner in a variety of organisational contexts and market sectors
Considering the possible directions that marketing communications may be headed in the near future based on research and insight
see Module Handbook for recommended texts
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context analysis promotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
strategy systems
functions resources
suppliers
other stakeholders
intermediaries
competitors
customers
political forces
social cultural forces
technological forces
economic forces
environmental forces
legal forces
external context…
technological
Your Notes PESTEL
Factors
Potential
Impact
Implications & Importance
About your organisation &
how the factors might impact
on marketing
for your organisation/SBU
Political
Economic
Social
Technological
Environmental
Legal
H = High
M = Medium
L = Low
U = Undecided
Time
Frame:
Short
Medium
Long
Type:
Opportunity
or
Threat
Implication:
Increasing
Reducing
Not yet
determined
Relative
Importance
H = High
M =
Medium
L = Low
segment characteristics
involvement
• Regional • National • International
• Age • Gender • Family
• MOSAIC • ACORN
• Income • Occupation • Education
• Religion • Race • Class
• Lifestyle • Personality
• Benefits sought • Purchase occasion • Attitude
• Usage rate • User status • Loyalty
key considerations...
purchasing approaches
stakeholder context...
Brand analysis
internal context...
• Push… to influence consumers
• Pull… to influence the channel members or provide
information
• Profile… to influence a range of stakeholders
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Sales Promotion
Direct Marketing
Public Relations
Personal Selling
Advertising
Target Audience
Media
Media Media
implementation…
different comms tools
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context analysis promotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation