Promotion:

Integrated Marketing
Communication
Presented by Liliana_Devil Team
 Trần Song Thương

Team BCU0345

Member Lưu Gia Hân

BCU0310

Trần Nhật Hạ Vy
BCU0459

Trương Trần Anh Khuê

BCU0424
List of contents

Introduction Integrated Marketing

1 2 Communication

Communications Objectives Communications

3 4 Budgets
Introduction
Marketing communication is an important player in the life of a business.
Integrated
Marketing
Communication

Integrated marketing communication refers to integrating all

the methods of brand promotion to promote a particular
product or service among target customers.
The communications planning flow

Analysing the situation Setting budgets

Defining objectives Implementation

Defining strategies Evaluation

Communications
Objectives
Precision, practicality, and measurability are
very vital in setting objectives.
Communications
Objectives

Cognitive Affective Behavioural Corporate

E.g. Clarify customer needs E.g. Creating and E.g. Astimulating the E.g. Building and
Disseminating product manipulating brand consumer to purchase enhancing corporate
knowledge images action. image
Promotional Tools

Sales promotion Personal selling Public relations Direct

Advertising
Stage 2 Stage 5 marketing
Communications
Budget
 Methods Of Budget Setting

JUDGEMENTAL BUDGET DATA-BASED

SETTING
• Arbitrary budgets
• Affordable method
• Percentage of past sales method
• Percentage of future sales method
BUDGET SETTING
• Competitive parity
• Objective and task budgeting.
Thank you!