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Factors in designing effective a campaign Event marketing &sponsorship Public relations &publicity Developing IMC program
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Presented by: Nitika &Mitiksha
ADVERTISING Powerful way of creating strong, favorable and unique brand associations.
(^) Defining Positioning (^) Competitive frame of reference (^) Nature of competition (^) Target Market (^) Point of parity attributes and benefits (^) Necessary (^) Competitive (^) Point of difference attributes and benefits (^) Desirable (^) Deliverable (^) Creative strategy (^) Informational (benefit elaboration) (^) Problem solution (^) Product comparisons (^) Testimonial (^) Transformational (imagery portrayal) (^) Usage situation (^) User of product (^) Brand personality and values (^) Motivational (^) Humor (^) Sex appeal (^) Fear
Use of mail, telephone, internet and other non-personal contact tools to communicate with customers and prospects. Purpose is to elicit some type of behavior from the consumer e.g. use of infomercials Direct response
Interactive Websites (^) Customers go online to search for info (^) Websites must convey consumer relevant info e.g. P&G pampers.com- gives baby and parenting advice Interactive adverts (^) Mobile marketing Build a platform for solid relationships
Programs that are designed to promote or protect a company’s image or products Publicity (^) Nonpersonal communication such as press releases, media interviews, feature articles, etc Public Relations Annual reports, fund raising, lobbying, etc Buzz Marketing (only works for high-interest products)
PERSONAL SELLING Face-to-face interaction with prospective customers for the purpose of making sales
Using IMC Choice Criteria Evaluating communication options Establishing priorities & tradeoffs Executing final design & implementation