The marketing communications
Mechanisms for measuring
Definition
Types of strategy
Recommended conditions to use the strategy
Are the means through which the companies report, persuade and remind in a direct or indirect way to the consumers about the brands that they sell
Consumer promotions
Interactive
Trade promotions
Event marketing and sponsorship
Point-of-purchase advertising
Mobile
Place advertising
Publicity and public relation
Direct responseadvertising
Word-of-mouth
Pop-up advertising
Personnel selling
The ad properly reflects the consumers level of understanding about the product and the brand
The ad correctly positions the brand in terms of desirable and deliverable points-of-difference and points-of-parity
The creative strategy for the advertising causes the consumers to notice and attend to the ad but does not distract from the intended message
The ad motivates consumers to consider purchase of the brand
The right consumer is exposed to the right message at the right place and the right time
The ad creates strong brand associations to all these stored communications effects
Events and experiences
Reasons to sponsor events
Online marketing communications
Promotion
Mobile marketing
Advertising
Brand amplifiers
Communicaion programmes