IMC

• INTEGRATED MARKETING COMMUNICATION


  Combination of creativity and research.
• INTEGRATED MARKETING COMMUNICATION


  Creating ideas to persuade people to purchase something.
• In a communication’s perspective, marketing is not all about____, the most important things are the audience and target market.

  profit
• ·        All kinds of campaigns cycles back to goals & objectives.
• New comers/entrance are discouraged in IMC. ______ is the END GOAL.

  BRAND LOYALTY
• How to sustain client relationship?

  Dialogue
• 3 Agency Brands

  • Gigil
  • BBDO Guerrero
  • Ogilvy
• The process of developing a brand identity involves identifying the brand's unique selling proposition (USP), which sets it apart from competitors. This can include factors such as product features, benefits, quality, price, customer service, or other distinguishing characteristics. The USP helps define what makes the brand special and appealing to its target audience.
• Brand positioning refers to how a brand is perceived in relation to its competition. It involves understanding the strengths and weaknesses of the brand compared to others in the same category and finding ways to differentiate it in the minds of consumers. Effective brand positioning can help establish a strong reputation and competitive advantage for the brand.
• A brand personality is the set of human qualities that people associate with a particular brand. It includes attributes like trustworthiness, reliability, innovation, sophistication, fun, and excitement. A well-defined brand personality helps create an emotional connection between customers and the brand, making them more likely to choose it over competitors.
• Consumer Journey where the customer had its first interaction with the brand

  Purchase
• Customer Loyalty - Repeat purchases
• Influencer Marketing - Collaborating with influencers who have large followings on social media platforms to promote products or services
• Final Interaction with the brand?

  User Generated Content (Review)
• User Generated Content (UGC) - Encouraging users to share their experiences with the product/service through reviews, ratings, photos, videos, etc.
• Integrated Communication Marketing means integrate everything, all relevant strategies of digital & traditional.
• One of the best types of research is to _____ yourself with the clients.

  immerse
• Oversees everything, overall guidance

  Creative Director
• Handle clients, pitches, researchers

  Make the decks

  Decision-makers of contents & flow

  The BRAIN

  Checks the whole content

  Account Executive
• In charge of the ff:

  • Soc-med captions
  • Words in presentation
  • Scripts of shooting
  • Word-related

  Copywriter
• Assigned to see the overall design wise

  Graphic Artist
• HIERARCHY starts with Creative Director > 


  Account Executives & Creatives
• Reasons for Limitations

  1.    Budget – must meet the client’s budget.
  2. Creative Brief – creative information given by the client.
• We have the freedom in strategy and platform but do not be overly suggestive and overly creative

  True
• Difference between Agency and Marketing

  Agency are outsourced, Marketing is a corporate industry
• 3 Steps Process of an IMC Campaign?

  1. RESEARCH
  2. STRATEGIZE
  3. CONTENT
• FIRST PHASE OF A CAMPAIGN

  WHERE ARE WE?
• INDUSTRY ANALYSIS

  • Done by a marketing officer and not from the agency
  • Doesn’t have a format
  • Not about trends unless it’s global
  • Studies or articles must range within 3-5 years since publication.
• STRUGGLES of creating an industry analysis

  • No idea on what to write
  • No format
  • Hard to find sources
  • Lack of economic knowledge
• 3 Parts of Industry Analysis

  • Overall size of the industry
  • Growth of the industry
  • Industry Forecast
• CORPORATE PROFILE comprises the ff:

  • History or Company Profile
  • Mission & Vision
  • Branding
• What are the 7Ps of Marketing Mix?

  1. Product
  2. Price
  3. Place
  4. Promotion
  5. People
  6. Process
  7. Physical Evidence
• BRANDING

  Simply the concept of logo, distinct mark, color, font/typography, image, or design.
• BRANDING


  helps how consumer attach themselves in terms of relatability, perceived value, increase stature, or loyalty
• Does product branding gives people the idea of where it was manufactured?

  Yes
• 4 Types of Branding before

  1. Use of Product Branding
• 4 Types of Branding before?

  1. Use of Product Branding
  2. Use of Corporate Branding
  3. Geographical Branding
  4. Personal Branding
  5. Service Branding
• Importance of Brand Loyalty


  Provides differentiation and establishes your brand credibility.
• Is building brand equity also builds your brand value?

  Yes
• Traditional Strategies in increasing brand awareness

  1. Establishing the story/brand stories