3.

MARKETING & COMMUNICATIONS

OBJECTIVES, STRATEGIES, TACTICS
Let’s start with the first set of slides
 Instructions for assignment
2nd
Open this links in Google Slides/links @e learning UPM

SUMMARY WRITE IT DOWN

Create all about the video links write it down in pptx

DEADLINE
Next week on Tuesday/Saturday
( this weekSept 28”20 – Oct
03”20)
https://youtu.be/_ODiz0JRx2U
https://youtu.be/voZI75TyeHI
https://youtu.be/7jELOahmMCw
Reasons for IMC Planning

Provides
Provides aa Rational
Rational Process
Process

Informs
Informs Everyone
Everyone of
of
Expectations
Expectations
IMC
IMC Ensures
Ensures That
That the
the Program
Program Is
Is
Planning
Planning Integrated
Reasons Integrated
Reasons
Helps
Helps Identify
Identify Budget
Budget

Creates
Creates aa Benchmark
Benchmark for
for
Measuring
Measuring Results
Results
II. What Are the 6 Steps in the Process?

Step
Step 1:
1: Identify
Identify Target
Target Audiences
Audiences

Step
Step 2:
2: Analyze
Analyze SWOTs
SWOTs 


Step
Step 3:
3: Determine
Determine MC
MC Objectives
Objectives

Step
Step 4:
4: Develop
Develop Strategies
Strategies and
and Tactics
Tactics

Step
Step 5:
5: Set
Set the
the Budget
Budget

Step
Step 6:
6: Evaluate
Evaluate Effectiveness
Effectiveness
Insight: The 4 Cs

Some marketers think of the 4Cs in

addition to the 4Ps:
1) Consumers: Ask consumers how your brand
compares to competitors
2) Cost: Ask consumers how they perceive the
cost of your brand vs. competitors
3) Convenience: Ask consumers how convenient
it is to locate and buy your brand vs.
competitors
4) Communication: Ask consumers if they are
getting what they need to make the best
buying decision