【高中數(shù)學(xué)課件】蘇教版必修3互斥事件ppt課件

1、Integrating Marketing communications to build brand equity,Done By: Ruvimbo Mandonga Lesego Moagi,Taking a step back,Previous chapters looked at various marketing activities and product, price and distribution strategies. This chapter will look at how firms will now go about informing, persuading an

2、d reminding customers about the brands they sell Marketing communications can contribute to brand equity by creating awareness of the brand Linking associations to the brand consumers memory with regards to points of parity and points of difference Eliciting positive brand judgments and feelings Fac

3、ilitating a stronger consumer-brand connection and brand resonance,What is integrated marketing communications (IMC),IMC is a communication process that entails the planning, creation, integration and implementation of diverse forms of marcom (adverts, sales promotion, publicity) that are delivered

4、over time to a brands targeted customers and prospects (Shimp, 2007),New media environment,Moving away from traditional marketing TV, radio, newspaper and magazines Moving towards more modern marketing techniques Online methods such as blogs and brand communities Connecting with customers requires t

5、hinking beyond traditional methods (think out of the box) Essential that marketers redesign the way they communicate with their customers,New media environment,Redesigning brand-building communications marketers must remember that the following 6 steps must occur of the information processing model:

6、 Exposure Attention Comprehension Yielding Intensions Behaviour,Overview of Marketing communication options,Possible to employ multiple communication to achieve goals Understand how each communication method works and leverage of the positive aspects of method,Marketing communication options,Communi

7、cation options Advertising TV, Radio, Print, Direct response, Interactive and Outdoor Promotion Consumer promotions and Trade promotions Event marketing and sponsorship Public relations and Publicity Buzz marketing Personal selling,Advertising,Advertising is any paid form of non-personal presentatio

8、n and promotion of ideas, goods or services by an identified sponsor Powerful way of creating strong, favourable and unique brand associations. (Kellers Brand Knowledge Model chapter 2),Television,It is important that when designing the ad campaign that marketers take into account both the message o

9、r positioning (what ad is attempting to convey about the ad) and the creative strategy (the way the ad expresses the brand claims).,Factors in designing effective ad campaigns,Defining Positioning Competitive frame of reference Nature of competition Target Market Point of parity attributes and benef

10、its Necessary Competitive Point of difference attributes and benefits Desirable Deliverable,Creative strategy Informational (benefit elaboration) Problem solution Product comparisons Testimonial Transformational (imagery portrayal) Usage situation User of product Brand personality and values Motivat

11、ional Humor Sex appeal Fear,Sex Appeal,Fear,Humor,Radio,Radio is of a low involvement nature and has limited sensory options therefore advertising pioneer David Ogilvy suggests that the advert must include 4 critical factors: Identify your brand early in the commercial Identify it often Promise the

12、listener a benefit early in the commercial Repeat it often,Print,Usually readers only glance at the most visible elements of print ads. Hence it is important to be direct: Clarity, Consistency and Branding Consistency is key in creating brand awareness and strong brand associations,Direct Response,U

13、se of mail, telephone, internet and other non-personal contact tools to communicate with customers and prospects. Purpose is to elicit some type of behaviour from the consumer e.g. use of infomercials,Interactive,Websites Customers go online to search for info Websites must convey consumer relevant

14、info e.g. P&G - gives baby and parenting advice Interactive adverts Mobile marketing Build a platform for solid relationships,Outdoor,Non-traditional, alternative or supportive form of advertising Idea behind it is to give marketers an alternative environment in which to promote their products. Exam

15、ples: movies house adverts, product placement and point of purchase advertising.,SALES PROMOTION,Short term incentives to encourage trail & usage of a product or service Trade consumers Financial incentives/discounts given to retailers, distributors, etc Slotting allowances, POP displays, contests,

16、cooperative ads End consumers Designed to change the choices, quantity or timing of consumer product purchases,EVENT MARKETING & SPONSORSHIP,Public sponsorship of events or activities related to sport, art, entertainment or social causes (Castle lager + soccer, Standard Bank + cricket, FIFA) Sponsor

17、s become part of a personally relevant moment in consumers lives & are able to broaden & deepen the relationships with their target market,PUBLIC RELATIONS & PUBLICITY,Programs that are designed to promote or protect a companys image or products Publicity Nonpersonal communication such as press rele

18、ases, media interviews, feature articles, etc Public Relations Annual reports, fund raising, lobbying, etc Buzz Marketing (only works for high-interest products),PERSONAL SELLING,Face-to-face interaction with prospective customers for the purpose of making sales,Developing IMC Programs,Speak with a

19、single voice,Criteria for IMC Programs,Coverage (proportion of audience reached) Contribution (ability to create desired response) Commonality (create a consistent brand image where brand associations share content & meaning) Complementarity (extent to which different associations are emphasised across marcoms) Versatility (robustness & effectiveness for dif