* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Document
Market segmentation wikipedia , lookup
Celebrity branding wikipedia , lookup
Visual merchandising wikipedia , lookup
Consumer behaviour wikipedia , lookup
Sales process engineering wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Advertising management wikipedia , lookup
Product planning wikipedia , lookup
Social media marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Brand awareness wikipedia , lookup
Food marketing wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Emotional branding wikipedia , lookup
Brand loyalty wikipedia , lookup
Marketing research wikipedia , lookup
Target audience wikipedia , lookup
Sports marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Brand ambassador wikipedia , lookup
Personal branding wikipedia , lookup
Ambush marketing wikipedia , lookup
Brand equity wikipedia , lookup
Marketing strategy wikipedia , lookup
Target market wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Youth marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Green marketing wikipedia , lookup
Internal communications wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Street marketing wikipedia , lookup
Global marketing wikipedia , lookup
Chapter One Overview of Integrated Marketing Communications Chapter One Objectives • Introduce the topic of marketing communications (MarCom) • Describe the nature and importance of different elements of MarCom Chapter One Objectives • Understand the advantages of integrated marketing communications (IMC) • Understand how elements must be tightly interwoven in order to enhance brand equity Definition of Marketing Marketing A set of activities whereby business and other organizations create transfers of value (exchanges) between themselves and their customers. Communications Communications The process whereby thoughts are conveyed and meaning is shared between individuals or between organizations and individuals. Marketing Communications Marketing Communications The collection of all elements in a brand’s marketing mix that facilitate exchanges by targeting the brand to a group of customers, positioning the brand as somehow distinct from competitive brands, and sharing the brand’s meaning with the brand’s target audience. Marketing is Communication and Communication is Marketing Business-to-business (B2B) Business-to-consumer (B2C) Not-for-profit services Elements of Marketing Communications Brand Level Marketing Most marketing communications occurs at the brand level. Brand Level Marketing A well known and respected brand is an invaluable asset. Brand Level Marketing A successful brand can create barriers to entry for competitors. Brand Level Marketing This is the key means for differentiating one company’s offering from competitive brands. Integrated Marketing Communications (IMC) Integrated Marketing Communications (IMC) The process of planning, creation, integration, and implementation of diverse forms of marketing communications that are delivered over time to a brand’s targeting customers and prospects. Key Features of IMC 1. Start with the customer or prospect. 2. Use any form of relevant contact. 3. Achieve synergy (speak with a single voice). 4. Build relationships. 5. Affect behavior. Changes in Marketing Communication Practices • Reduced dependence on mass media advertising. • Increased reliance on highly targeted communication methods. • Heightened demands on suppliers. • Increased efforts to assess communications’ return on investment. Obstacles to Implementing IMC • Few providers have the skills required to execute. • Mass media campaigns easier than Direct-to-Customer. • Need for MarCom Director.