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Marketing Communications Mix What are the steps? Identify the target…

- - - - Build the customers ability to recall the brand with enough detail to want to buy it.
        
        recognition easier to achieve than recall.
    - - positively orientated or
        
        Negatively orientated
        
        Help customers evaluate the brands perceived ability to meet their needs.
    - - remove or satisfy a perceived discrepancy between current motivation state and desired motivation state.
    - - Moving customers to want to buy the brand
        
        Promotional offers
        
        two for one deals
  - - - Transformational
        
        Elaborates on a non-product related benefit or image
      - Informational
        
        Elaborates on a product or service attributes or benefits
    - - Help develop point of parity or a point of difference
      - Emotional
      - Unique selling position
      - Generic
      - Positioning
      - Brand image
      - Pre-emptive
  - - - Avocate
      - Expert
      - Social
    - - Events
      - Atmosphere
      - Media
        
        Broadcast
        
        Print
        
        Network
        
        Display
        
        Electronic