Ch-4; designing and managing integrated marketing communications.pptx

Establishing total communications budget afordable

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Establishing Total Communications Budget Afordable Method Percentage of sales method Competitive parity method Objective and task method
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Objective and task method Establishing the mar share goal. 50 mil user. Target 8%= 4 mil Percentage of market that should be reached by ad. 80% user= 40mil % of prospects that should be persuaded. 25% of aware prospects(10 mil) . 40%(4mil) will become loyal user Number of ad impressions per 1% trail rate. 40 impression for every 1% Number of gross rating point that needs to be purchased. 40 exposer to 80% user= 3200 gross rating point Budget for buying gross point. 10,000 per point. 3200X 10,000= 3,20,00000
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Characteristics of Marketing Communications Mix Advertising Persuasive Amplified expression Impersonality Sales promotion Communication Incentive invitation
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Public relations and publicity High credibility Ability to catch buyer of ground Dramatization Events and experience Relevant Involving implicit Characteristics of Marketing Communications Mix
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Direct and interactive marketing Customized Up to date Interactive Word of mouth marketing Credible Personal Timely Personal selling Personal interaction Cultivation response Characteristics of Marketing Communications Mix
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