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Brand Equity
Agenda
Changing media environment
Outlining major marketing communication
options
Tactical issues in evaluating different
communication options
New World
Talking at customers
Rely primarily of
advertising & promotions
Adoption Funnel
Need
Awareness
Consideration
Intention
Action
consumers memory
Eliciting positive brand judgments or feelings
Facilitating a strong consumer-brand connection
Integrated Marketing
Communication (IMC)
IMC
marketing
communication
tools,
avenues,
and
IMC
Mont Blanc uses a
variety of marketing
mix elements including
price, design, brand
name, distribution
strategy to create high
quality, upscale user
image for its pens
IMC Model
Communication Objective
Marketers seek a purchase response that results from a consumer
decision-making process that includes the stages of buyer readiness
Designing a Message
AIDA framework guides message design.
wrong.
Choosing Media
Personal communication channels: Are effective as they
Collecting Feedback
Involves the communicator understanding the
assessed
May suggest changes in product/promotion
Affordability Method
Communication Platforms
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes
Sales Promotion
Contests, games,
sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity programs
Communication Platforms
Events/ Experiences
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Company magazine
Communication Platforms
Personal Selling
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows
Direct
Marketing
Catalogs
Mailings
Telemarketing
Electronic
shopping
TV shopping
Fax mail
E-mail
Voice mail
Blogs
Websites
IMC Options
Retailer marketing
activities (personal
selling, Advertising,
trade promotion, other)
Producer marketing
activities (personal
selling, trade
promotion, other)
Producer
Retailers and
wholesalers
Consumers
Demand
Producer
Demand
Retailers and
wholesalers
Consumers