BUS 2463 CH 6: INTEGRATING MARKETING
COMMUNICATIONS TO BUILD BRAND EQUITY

Marketing Communication

means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the brands they sell.

Information Processing Model of Communications

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  1. Exposure
  1. Attention
  1. Comprehension
  1. Yielding
  1. Intentions
  1. Behavior

Integrated Marketing Communications
(IMC)

Marketing Communications Options

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◼ Advertising

◼ Promotions

◼ Event marketing and sponsorship

◼ Public relations and publicity

◼ Personal selling

Definition

Allow marketers to inform, persuade, provide incentives, and remind consumers directly or indirectly

Developing IMC Programs

Mixing communication options

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Evaluate all possible communication options

available to create knowledge structures according to effectiveness criteria as well as cost considerations.

Different communication options have different strengths and can accomplish different objectives.

Determine the optimal mix

Marketing Communication Guidelines

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Be analytical

Be curious

Be single-minded

Be integrative