Integrated Marketing Communications

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Integrated Marketing Communications
Integrated Marketing Communications

• Second edition
• David Pickton Amanda Broderick
• Present by Wanida Satthamnuwong

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Integrated Marketing Communications

• Part 1 The integrated marketing communications
  process
• Part 2 Managing integrated marketing
  communications planning
• Part 3 The integrated marketing communications mix

3
?????????????????????????/???????????????????(Mar
keting management process/Marketing process)
Integrated Marketing Communications

• ???????????????????? ???????????????????
  ??????????? ?????????????????? ????????????????
  ??????????????????????????????????????????????????
  ?????????????????????????????????

4
Integrated Marketing Communications

• ???????1 ???????????????????????????????
• ???????2 ????????????????
• ???????3 ???????????????????????

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???????1 ???????????????????????????????
Integrated Marketing Communications

• ???????????????????????
• ?????????????????????????????????????????
• 2.1 ????????????????????????????? ?????????
  ?????????? ????????????? ??????????????
• 2.2 ???????????? SWOT
• 2.3 ???????????????????????????????
• 2.4 ??????????????????????????????????
• 2.5 ??????????????????????

SWOT Strengths Weaknesses Opportunities Threats
???????????????????-(??????????????????????????
???) (????x????????????)-??????????????-(??
??????????????????x?????????????????????)
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???????2 ????????????????
Integrated Marketing Communications
?????????? ??????? ???????????????????????????????
???????????????? ?????????????????????????????????
??????????????????????????????? ??????????

• ????????????????????(Objective)
• ????????????????????????????????????
• (Marketing strategies programs)
• -???????(Strategy)
• -???????(Program)

?????????????????????????????????????? 1.1????????
???(?????????) 1.2???????????(??????)
??????????????????????????????????????????????????
???????????????????????????Obj.
??????????????????????????????????????????????????
????????
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Integrated Marketing Communications
-???????????????????????????????-

• ????????????????(Marketing mix (4Cs))

consumer
cost
convenience
communications
??????????????????????????????????????????????????
?/??????
????????????????????/?????? ?????? ????(?????)
??????????????(??????????)
??????????????????????????????????
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Integrated Marketing Communications
??????? 3 ???????????????????????(Marketing
implementation)
??????????????????????????????????????????????????
?????????

1. ???????????????????????
2. ???????????????????????
3. ???????????????????

??????????????????????????????????????????
????????????????????????????????????
??????????????????? ???? ????????????
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• The integrated marketing communications planning
  process

1.?????????????????? (Establish target market)
2.??????????????????????? (Link to marketing
strategy)
3.???????????????????????????? (Link to
communication strategy)
4.????????????????????????????? (Establish
communication objectives)
5.??????????????????????? (Select communication
options)
6.??????????????????????????????? (Select
appropriate media for delivering communication)
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Steps for IMC Planning
Integrated Marketing Communications

• Step 1 ????????????????(Purposes)/??????(Mission)
• 1.1 ????????????????????????(Over all tasks)
• 1.2 ???????????????????????(Business tasks)
• 1.3 ????????????????????????(Communication task)

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Integrated Marketing Communications

• Step 2 ??????????(People)/?????????????(Target
  group)
• ????????????????????????(Behavioristic)
  ????????????????????????????????????????????Value
  s and Lifestyles (VALs)

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Integrated Marketing Communications

• Step 3 ??????????????????????????????(Product)????
  ??????????????????????????????????????????????????
  ???????????????????????????
• ?????????????????????????????????(Description
  of product) ??????????????????????????????????????
  ?????

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Integrated Marketing Communications

• Step 4 ?????????(Problem)???????(Threats)?????????
  ????(Benefit)??????????
• ?????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????????????????????????

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Integrated Marketing Communications

• Step 5 ?????????????????????????????????/?????????
  ???????????????(Positioning)
• ?????????????????????????????????????????????????
  ?????????????????????????????????

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Integrated Marketing Communications

• Step 6 ????????????????????????????????????????(Se
  lling point)
• ?????????????????????(Promise)
  ?????????????????????????????(Benefit)
  ??????????(Selling point) ????????????????????????
  ??????

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Integrated Marketing Communications

• Step 7 ??????????(Proof)
• ????????????????????????????????????????????
  ?????????????????? ???????? ???????????????????/??
  ???????????????

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Integrated Marketing Communications

• Step 8 ???????????????????????(Brand personality)
  
• ?????????????????????????????????????????
  ???????????????????????????????????????????? ????
  ??????? ??????? ???????? ???????????? ?????
  ??????? ???????? ??????? ???????

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Integrated Marketing Communications

• Step 9 ???????????????????????????????(Brand
  contact point)/??????????????????????????????(Plat
  form)
• ?????????????????????????????????????????????????
  ??????????????????????????????????????????

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Integrated Marketing Communications

• ?????????????????????????????????????
• - ????????????????????????????????????
• - ???????????????????????????????
• - ??????????????????????????????????????
• - ?????????????
• - ????????????????????????????????
• - ??????????????

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Integrated Marketing Communications

• ???????????? ??????????????????????
• - ???????????????????????????????????????????????
  ????
• - ???????????????????????????????????????????????
  ???
• - ????????????????????????????????????????
• - ??????????????????????????????????????????

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Using the marketing communication media
principle aims
Integrated Marketing Communications
Target audience
Impact Reach Frequency
Effectiveness
Efficiency
Target audience
Target audience
Economy
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Integrated Marketing Communications

• 10. ??????????????????(Presentation)
  ??????????????????????????????????????????????????
  ?? (Mood) ????????????????????????????????????????
  ?
• 10.1 ??????????????????????????(Mood)????????????
  ????????????????????????? ?????????
  ????????/???????????
• 10.2 ???? (Tone) ????????????????????????????????(
  Hard sell) ??????????????????(Soft sell)
  ??????????????????????????? (Rational tone) ????
  ??????? ???????? ????? ??????????????????????(Emot
  ional tone) ????????????? ????????? ?????????
  ??????????????????

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Integrated Marketing Communications

• ???????????