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IMC Strategy for Educational Marketing

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nikzura
nikzura

The document discusses integrated marketing communications (IMC), which aims to deliver consistent messaging across all communication channels. It outlines the need for IMC due to market fragmentation and changing media consumption. The key aspects of developing an IMC strategy covered are identifying the target audience, setting objectives, designing messages, selecting media channels, choosing spokespeople, and collecting feedback. It also discusses setting promotional budgets and balancing the marketing communications mix.

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“ Integrated Marketing Communications Strategy” PREPARED BY : NIKZURAWATI BT ZAKARIA (G1012718) INSTRUCTOR : DR.AZAM B.OTHMAN Educational Marketing : Principles & Practices (EDA6003) 12/16/11
OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
WHAT IS IMC? ,[object Object],12/16/11
Definition ,[object Object],[object Object],12/16/11
Integrated Marketing Communications ,[object Object],[object Object],[object Object],[object Object],12/16/11
Integrated Marketing Communications ,[object Object],[object Object],[object Object],12/16/11
Brand recognition and brand value 12/16/11
Integrated Marketing Communications ,[object Object],[object Object],[object Object],12/16/11
CONT… ,[object Object],[object Object],12/16/11
Carefully blended mix of promotion tools 12/16/11
The Communication Process 12/16/11
The Communication Process ,[object Object],[object Object],[object Object],12/16/11
STEPS IN DEVELOPING EFFECTIVE COMUNICATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
CONT…. ,[object Object],[object Object],[object Object],[object Object],12/16/11
Buyer-Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase 12/16/11
CONT… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
The AIDA Concept 12/16/11 A ttention I nterest D esire A ction
AIDA & the Promotional Mix 12/16/11 Awareness Interest Desire Action Advertising Very effective Very effective Somewhat effective Not effective Public Relations Very effective Very effective Very effective Not effective Sales Promotion Somewhat effective Somewhat effective Very effective Very effective Personal Selling Somewhat effective Very effective Very effective Somewhat effective
CONT… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
CONT… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
CONT… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
Setting the Total Promotional Budget & Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
CONT.. ,[object Object],[object Object],[object Object],[object Object],12/16/11
Setting the Promotional Mix ,[object Object],[object Object],12/16/11
Setting the Promotional Budget & Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
1) advertising 12/16/11
2) Personal selling 12/16/11
CONT.. ,[object Object],[object Object],[object Object],12/16/11
PUSH STRATEGY 12/16/11 Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer PUSH STRATEGY Orders to manufacturer
PULL STRATEGY 12/16/11 Manufacturer promotes to consumer Consumer demands product from retailer Retailer demands product from wholesaler Wholesaler demands product from manufacturer Orders to manufacturer PULL STRATEGY
CONT.. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
Socially Responsible Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
CONT… ,[object Object],[object Object],[object Object],[object Object],[object Object],12/16/11
CONCLUSIONS THIS DEPARTMENT REQUIRES NO PHYSICAL FITNESS PROGRAM EVERYONE GETS ENOUGH EXERCISE JUMPING TO CONCLUSIONS, FLYING OFF THE HANDLES, RUNNING DOWN THE BOSS, KNIFFING FRIENDS IN THE BACK, DODGING RESPONSIBILITY AND PUSHING THEIR LUCK. NOTICE 12/16/11
REFERENCES ,[object Object],[object Object],[object Object],12/16/11
12/16/11

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IMC Strategy for Educational Marketing

  • 1. “ Integrated Marketing Communications Strategy” PREPARED BY : NIKZURAWATI BT ZAKARIA (G1012718) INSTRUCTOR : DR.AZAM B.OTHMAN Educational Marketing : Principles & Practices (EDA6003) 12/16/11
  • 2.
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  • 4.
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  • 7. Brand recognition and brand value 12/16/11
  • 8.
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  • 10. Carefully blended mix of promotion tools 12/16/11
  • 12.
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  • 14.
  • 15. Buyer-Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase 12/16/11
  • 16.
  • 17. The AIDA Concept 12/16/11 A ttention I nterest D esire A ction
  • 18. AIDA & the Promotional Mix 12/16/11 Awareness Interest Desire Action Advertising Very effective Very effective Somewhat effective Not effective Public Relations Very effective Very effective Very effective Not effective Sales Promotion Somewhat effective Somewhat effective Very effective Very effective Personal Selling Somewhat effective Very effective Very effective Somewhat effective
  • 19.
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  • 25.
  • 28.
  • 29. PUSH STRATEGY 12/16/11 Manufacturer promotes to wholesaler Wholesaler promotes to retailer Retailer promotes to consumer Consumer buys from retailer PUSH STRATEGY Orders to manufacturer
  • 30. PULL STRATEGY 12/16/11 Manufacturer promotes to consumer Consumer demands product from retailer Retailer demands product from wholesaler Wholesaler demands product from manufacturer Orders to manufacturer PULL STRATEGY
  • 31.
  • 32.
  • 33.
  • 34. CONCLUSIONS THIS DEPARTMENT REQUIRES NO PHYSICAL FITNESS PROGRAM EVERYONE GETS ENOUGH EXERCISE JUMPING TO CONCLUSIONS, FLYING OFF THE HANDLES, RUNNING DOWN THE BOSS, KNIFFING FRIENDS IN THE BACK, DODGING RESPONSIBILITY AND PUSHING THEIR LUCK. NOTICE 12/16/11
  • 35.