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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- Exposure
- Attention
- Comprehension
- Yielding
- Intentions
- 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