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Integrating marketing communications to build brand equity, Slides of Brand Management

Factors in designing effective a campaign Event marketing &sponsorship Public relations &publicity Developing IMC program

Typology: Slides

2020/2021

Available from 11/26/2022

mitiksha-arora
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INTEGRATING MARKETING
COMMUNICATION TO BUILD
BRAND EQUITY
Presented by:
Nitika &Mitiksha
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INTEGRATING MARKETING

COMMUNICATION TO BUILD

BRAND EQUITY

Presented by: Nitika &Mitiksha

IMC is a communication

process that entails the

planning, creation, integration

and implementation of diverse

forms of marcom (adverts,

sales promotion, publicity) that

are delivered over time to a

brand’s targeted customers

and prospects

ADVERTISING  Powerful way of creating strong, favorable and unique brand associations.

Factor in designing effective a

campaign

 (^) 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

PUBLIC RELATIONS & PUBLICITY

 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

Criteria for IMC Programs

1. Coverage)

2. Contribution

3. Commonality

4. Complementarity

5. Versatility

6. Cost

Using IMC Choice Criteria  Evaluating communication options  Establishing priorities & tradeoffs  Executing final design & implementation