MKTG13-302 Study Guide - Final Guide: Integrated Marketing Communications, Social Media Marketing, Digital Marketing
15 Jun 2018
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Week 1-9 Notes Promotional Design and Planning
Week 1
Integrated Marketing communications
• Integrated marketing communications is important as it creates a
comprehensive plan that maximises the potential impact of the
fi’s ailities ad aitais a consistent unified image
• It ensures that the promotional element in in coordination with
the client.
Growing Importance of IMC
• IMC is important as it promotes synergy within the business and is
more efficient and effective way of running programs
• It has the ability to adapt to the changing environment and
integrates various communication functions
Promotional Mix
• Advertising
o Paid form of non-personal communication mass media
• Direct marketing
o Communicating directly with target customers
▪ Direct response advertising
• The customer purchasing goods directly from the
manufacturer
• Social media marketing
o The presence on an online platform that spreads brand
awareness and promotes particular products
• Digital internet marketing
o Range of different channels that hold a digital foundation
(SEO, Websites, Social Media)
• Sales promotion
o Marketing activities that provide value and incentives
o It’s ipotat as people ae oe sesitie, people dead
oe suppot ad if the do’t get this ad loalt edues
• Publicity and public relations
find more resources at oneclass.com
find more resources at oneclass.com
o Publicity is a form of non-personal communication that
promotes an entity that is not paid or sponsored
o Puli elatios ae the ealuatio of people’s attitudes ad
interests.
• Personal selling
o Person to person communication in which seller attempts to
assists and or persuade buyers to engage with an idea or
purchase
Week 2
Ted Talk watch this
• 3 ways to lose control of your brand
Co-creation of value
• Consumers and marketers create value – creating value through
customers
o Where consumers advocate for brand loyalty and value
• If the marketer created value it will not resonate with the
customer
Segmentation
• Heterogeneity – as everyone is diverse and different you cannot
do the same thing because not everyone is going to be equally
satisfied with the same service
• Benefit segmentation
o Grouping of consumers on the basis of attributes sought in a
product
• Behaviouristic segmentation
o Understanding the consumer and dividing them into group
according to their usage, loyalties or buying responses
• Psychographic
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find more resources at oneclass.com
o Customer attitudes, values, behaviours, emotions,
perceptions, beliefs and interests.
• Demographic
o Gender, age, income, housing type, education level, social
classes
• Geographic
o Location
• Behavioural
o Buying behaviour, attitudes toward the produce or how they
interact with the product/response
o Usage of the product
• Differentiation
o Trying the differentiate yourself from the competitors
The key point of the marketing and promotions and process model is
for the ability for marketers to look for opportunities and see if they
are fulfilling it.
Opportunity analysis
• The ability for a marketer to be able to identify an opportunity
within a particular segment that correlates with trends and the
competition in the surrounding environment.
Competitive advantage
• Particular selling point that gives on business an edge over
aothe. It’s usuall thei poit of diffeetiatio hee the
stand out from the competitors.
• This is all about the target marketing process
o Identification
o Segmenting
o Market selection (specific targeting)
▪ Ensuring that you select the right amount of segments
▪ Determine which segments offer the most potential
o Positioning
find more resources at oneclass.com
find more resources at oneclass.com
