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Largest Catholic University
Largest Catholic University

Intro lecture

Business
1 von 27
Advertising Management Opening Lecture
Lecture Objectives ,[object Object],[object Object],[object Object],[object Object]
What is a brand? ,[object Object],[object Object]
But it’s more than that ,[object Object],[object Object],[object Object],[object Object]
Duncan on Brands ,[object Object]
Why is branding so important? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why is branding so important? ,[object Object],[object Object],[object Object]
Proof in the Pricing ,[object Object],[object Object],[object Object]
Characteristics of strong brands ,[object Object],[object Object],[object Object],[object Object],[object Object]
More Characteristics of Strong Brands ,[object Object],[object Object],[object Object],[object Object]
Levels of Relationship Intensity Aware of brand Identify with brand Feel connected with brand Belong to brand community Brand advocates 0% 100% High intensity (some are cult brands)
Marketing Communication ,[object Object]
Functional Areas of IMC Customer Service Events & Sponsorships Publicity (Public Relations) Sales Promotion Advertising Direct Marketing Packaging Personal Selling Events & Sponsorships Publicity (Public Relations) Sales Promotion Advertising Direct Marketing Packaging Personal Selling Functions
Functional Areas of MC ,[object Object],[object Object]
Functional Areas… Cont’d ,[object Object],[object Object]
Functional Areas… Cont’d ,[object Object],[object Object]
Functional Areas… Cont’d ,[object Object],[object Object]
Functional Areas… Cont’d ,[object Object]
Using IMC to Build Brands ,[object Object],[object Object],[object Object],[object Object],[object Object]
Integrated Marketing Communication (IMC) ,[object Object],[object Object]
Integration ,[object Object]
Synergy ,[object Object],[object Object]
IMC BRAND MESSAGES Communicated by advertising, sales promotion, direct response, packaging, etc. ONE AND TWO-WAY MEDIA Radio, Print, TV, events, sponsorships, mail, phone, internet, packaging. Etc. CUSTOMERS’ BRAND EXPERIENCE Evaluating and Planning WEAK BRAND RELATIONSHIPS Lose customers, sales and brand equity STRONG BRAND RELATIONSHIPS Increased sales, customers and brand equity
IMC Media ,[object Object]
Traditional IMC Media Mail Newspapers Magazines Television Radio Internet Outdoor Mail Internet Outdoor Magazines Newspapers Radio Television Telephone Media
What is the role of IMC in the marketing process? Marketing & Promotions Process Model
The End  Thanks

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Adman lecture 1

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  • 11. Levels of Relationship Intensity Aware of brand Identify with brand Feel connected with brand Belong to brand community Brand advocates 0% 100% High intensity (some are cult brands)
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  • 13. Functional Areas of IMC Customer Service Events & Sponsorships Publicity (Public Relations) Sales Promotion Advertising Direct Marketing Packaging Personal Selling Events & Sponsorships Publicity (Public Relations) Sales Promotion Advertising Direct Marketing Packaging Personal Selling Functions
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  • 23. IMC BRAND MESSAGES Communicated by advertising, sales promotion, direct response, packaging, etc. ONE AND TWO-WAY MEDIA Radio, Print, TV, events, sponsorships, mail, phone, internet, packaging. Etc. CUSTOMERS’ BRAND EXPERIENCE Evaluating and Planning WEAK BRAND RELATIONSHIPS Lose customers, sales and brand equity STRONG BRAND RELATIONSHIPS Increased sales, customers and brand equity
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  • 25. Traditional IMC Media Mail Newspapers Magazines Television Radio Internet Outdoor Mail Internet Outdoor Magazines Newspapers Radio Television Telephone Media
  • 26. What is the role of IMC in the marketing process? Marketing & Promotions Process Model
  • 27. The End  Thanks