Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
Integrated marketing communication | Online Mini MBA (Free)
- 2. 1–2 Marcom – Objective & Brand Equity • Marketing Communications’ Objective • To enhance brand equity by moving customers to favorable action toward the brand—trying it, repeat purchasing it, and becoming loyal toward the brand. • Brand Equity • The degree to which consumers favorably perceive the brand’s features and benefits as compared to competitive brands and how strongly these views are held in memory
- 3. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–3 Marketing Communication Types Basis Industry
- 4. 1–4 ATL & BTL in Marcom
- 5. 1–5 Integrated Marketing Communications (IMC) • Is a communications process for planning, creation, integration, and implementation of diverse forms of Marcom delivered to a brand’s targeted customers and prospects • Has as its goal influencing or affecting behavior of targeted audience • Considers all touch points a customer/ prospect has with the brand as potential delivery channels for messages • Requires that all of a brand’s communication media deliver a consistent message • Has customer/prospect as its starting point for determining types of messages and media to inform, persuade, and induce action
- 6. 1–6 Why Integrated Marketing Communications IMC and Synergy • Using multiple communication tools in conjunction with one another can produce greater results (synergistic effects) than tools used individually and in an uncoordinated fashion.
- 7. 1–7 1. Start with the customer or prospect. 2. Use any form of relevant contact or touch point. 3. Speak with a single voice. 4. Build relationships. 5. Affect behavior. Key Points to Consider
- 8. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 1–8 Selecting the Appropriate Marcom Tools Identify Marcom Program Goals Determine Best Way to Allocate Marketing Budget Media-Neutral Approach
- 9. 1–9 Making Brand-Level Marcom Decisions and Achieving Desired Outcomes
- 10. 1–10 Fundamental Marcom Decisions Targeting Positioning Setting Objectives Budgeting Fundamental Marcom Program Decisions
- 11. 1–11 Marcom Implementation Decisions Mixing Elements Creating Messages Selecting Media Establishing Momentum Marcom Program Implementation Decisions
- 13. 1–13 For More details Visit http://www.mybskool.com Email us – support@mybskool.com Call us - +91-9840048418