Republic of the Philippines

NORTHWEST SAMAR STATE UNIVERSITY

COLLEGE OF MANAGEMENT

REFLECTION/EVALUATION
PAPER
IN
INTEGRATED MARKETING
COMMUNICATION (IMC)

SUBMITTED BY:
HELARIO, REYNALDO JR.,T.
BSBA-4B

SUBMITTED TO:
MR. JOSEPH EMIL A. DAVID
INSTRUCTOR
Chapter 1
Introduction to IMC
Presenters:
Tarrayo, Alison-83.5
Villanueva, john troy-87.4

Their report was all about in integrated marketing communication which is they
delivered the concept about it, the different medium where you are want to promote
your product. The presenters were good in delivering their report and they relate it in
current issues.

Chapter 2
Role of IMC in the marketing process
Presenters:
Gan, elly M.-86
Laurel, honorio jr.-81.9

Their report was reflect because I learned and understand the concept of target
marketing, the marketing process and role of advertising and promotion in
organizations, the use of positioning and repositioning strategies. Mr. Gan has a good
communication in terms of delivering his report, Mr. Laurel, he read the topic and he did
not relate it to marketing.

Chapter 3
Organizing for advertising and promotion
Presenters:
Aniban, Jovan-80
Redullas, Mary ann-84.6

I learned to their topic on how companies organize for advertising and other aspects of
integrated marketing communications, methods of selecting, compensating, and
evaluating advertising agencies, the role and functions of specialized marketing
communications organizations and the various perspectives on the use of integrated
services and responsibilities of advertising versus agencies. Ms. Redullas give her best
for his topic and she give some example for every topic.

Chapter 4
Prospective on consumer behavior
Presenters:
 Bacungay, Mary grace D.-84.2
Del Rosario, Camille M.-81.0

Their topic was all about the prospective of consumer behavior. It reflect to me because
as a future marketer, I need to understand the role consumer behavior plays in the
development and implementation of advertising and promotional programs, the
consumer decision making process and how it varies for different types of purchase,
various internal psychological processes, their influence on consumer decision making,
and implication of advertising and promotion. The presenters were given their best to
deliver their topics.

Chapter 5
The communication process
Presenters:
Nacinopa, Nomer J.-85.0
Lloren, Rovena F.-85.0

For their topic about the communication process, I learned the basic of the
communication process and the role of communications in marketing, various models of
the communication process. In general, we need to understand the concept of the
process of communication to give our business and product advertising and promotion
more effective to our customers.

Chapter 6
Source, message, general factors
Presenters:
Dela pena, Almira B.-88.8
Menguito, Elvira L.-87.5

I learned for their report was the major variables in the communication system and how
they influence consumers processing of promotional messages, the different types of
message structures and appeals that can be used to develop a promotional message,
and how the channel or medium used to deliver a promotional message influences the
communication process. The strategy of the presenters was collaborates to one another
and discussed the whole topics with exchanges answers.

Chapter 7
Establishing objectives and budgeting for promotional program
Presenters:
 Baring, Melody Jell-82
Garte, Limuel- 89.9
Llacer, Bernie V.-88.9

I learned the importance and value of setting specific objectives for advertising and
promotion, the role objectives play in the IMC planning process and the relationship of
promotional objectives to marketing objectives, the differences between sales and
communications objectives and the issues regarding the use of each, I recognize some
problems marketers encounter in setting objectives for their IMC programs, the process
of budgeting for IMC, and the various methods of budgeting setting. The two reporters
was very good they present very well of their topics.

CHAPTER 8
Creative strategy: Planning and development
Presenters:
Carpio, Gladys L.-84
Lentejas, Jobell-79.9
Saplad, Enfanie Clair-83.6

The presenters was discussed what is meant by advertising creativity and examine the
role of creative strategy in advertising and also the creative strategy development and
the role of varios client and agency personnel involved in it. The consideration of the
process that guides the creation of advertising messages and the research inputs into
the stages of the creative process.

CHAPTER 9
Creative strategy: implementation and evaluation
Presenters:
Rodriguez, Melissa.-84.7
Rosalado, Mary Grace-82

They present the various types of appels that can be used in the development and
implementation of an advertising message, various creative execution styles that
advertisers can use and the advertising situations where they are most appropriate,
various tactical issues involved in the creation of print advertising an tv commercials,
and to consider how clients evaluate the creative work of their agencies and discuss
guidelines for the evaluation and approval process.

CHAPTER 10
Media planning and strategy
Presenters:
Antivo, jasmine-83.9
Tomali, Rechem M.-84.0
Vasquez, Janelle B.-86.2

This chapter was presented the reporters of the key terminology used in media
planning, how media plan is develop, the process of developing and implementing
media strategies, and the sources of media information and characteristics of media. All
the presenters are present their topics and they relate to the current issues.

CHAPTER 11
Evaluation of broadcast media
Presenters:
Tarrayo, jayson-85
Ramos, Rodeliza-84.8
Layam, Margie F.-84.9

This chapter which is evaluation of broadcast media is examine the structure of the
television and radio industries and the role of each medium in the advertising program,
to consider the advantages and limitation of TV and radio as advertising media, to
explain how advertising time is purchased for the broadcast media, how audiences are
measured, and how rates are determined, to consider future trends in TV and radio and
how they will influence the use of these media advertising.

CHAPTER 12
Evaluation of print media
Presenters:
Amarro, Christine-86
Cajutay, jeson-87
Tomnob, Joan-84.5

This chapter was presents the reporters are to examine the structure of the magazine
and newspaper industries and the role of each medium in the advertising program, to
analyze the advantages and limitations of magazines and newspapers as advertising
media, to examine the various types of magazines and newspapers and the value of
each as an advertising medium, to discuss how advertising space is to purchase in
magazines and newspapers, how readership is measured, and how rates are
determined, to consider future developments in magazines and newspapers and how
these trends will influence their use as advertising media.

Chapter 13
Support media
Reporters:
Abayon-80
Diongzon-80
Blanza-81

Their report is all about the support media which is the main objectives are to recognize
the various support media available to the marketer in developing an IMC program, to
develop an understanding of the advantages and disadvantages of support media, and
to know how audiences for support media are measured.

Chapter 14
Direct marketing
Reporters:
Lauron, Giesel-82
Estrada, Maribel-81

This chapter is all about to recognize the area of direct as a communication tool, the
strategies and tactics involved in direct marketing, the uses of direct-marketing media
and the scope and effectiveness of direct marketing.

Chapter 15
The internet and interactive media
Reporters:
Argumido-82
Contridas-80

Their topics was all about the internet and interactive media which is the student need
to understand the different ways the internet is used to communicate, to know the
advantages and disadvantages of the internet and interactive media, to know the role of
the internet and interactive media in an IMC program, to understand how to evaluate the
effectiveness of communications through the internet.

Chapter 16
Sales promotion
Reporters:
 Casiracan-83
Yrigan-84
Resente-83
Their topic was all about the sales promotion. This chapter, the students are need to
understand the role of sales promotion in a company integrated marketing
communications program and to examine why it is increasingly important. To
understand how sales promotion is coordinated with advertising.

Chapter 18
Personal selling
Reporters:
Cangayao-82
Suarez-83
Acuin-80
Salvadora-80

Personal selling is a selling that direct to the customer and it is not using media
advertising to sell the products. This chapter was discuss the reporters the role of
personal selling in the integrated marketing communications program. The advantages
and disadvantages of personal selling as a promotional program element. Ways to
determine the effectiveness of the personal selling effort.

Chapter 20
International advertising and promotion
Reporters:
Bernadit, judy ann-80
Alves, nexson G.-82

This chapter is all about the international advertising and promotion. We need to
understand the role of other promotional mix elements in the international integrated
marketing communication program. To examine the various decision areas of
international advertising. To consider the pros and cons of global versus localized
marketing and advertising.

Chapter 21
Regulation of advertising and promotion
Reporters:
Bayonon-84
Lamor-83
Julaton-80
This chapter was discussed by the reporters to examine how advertising is regulated,
including the role and function of various regulatory agencies. To examine self-
regulation of advertising and evaluate its effectiveness. To consider how advertising is
regulated by federal and state government agencies, including the federal trade
commission.

Chapter 22
Evaluating the social, ethical, and economic aspects of advertising and
promotion
Reporters:
Buracan-80
Palo-80
Tan-80

This chapter is to consider various perspective concerning the social, ethical, and
economic aspects of advertising and promotion. To evaluate the social criticism of
advertising. To examine the economic role of advertising and its effects on consumer
choice, competition, and product cost and prices.