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