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Integrated Marketing Communications to Build Brand Equity
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Integrated Marketing Communications to Build Brand Equity
1.
Prof. Sameer Mathur, Ph.D. ©
Sameer Mathur 1 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY
2.
Sameer Mathur Marketing Professor
2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Indian Institute of Management, Lucknow 2 © Sameer Mathur Harshit Khaitan BTech, IIT Kanpur 2
3.
3© Sameer Mathur Marketing
communications Means by which firms attempt to inform, persuade, and remind consumers— directly or indirectly—about the brands they sell.
4.
A company carefully
integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Integrated Marketing Communications © Sameer Mathur 4
5.
Conflicting messages from different
sources or promotional approaches can confuse company or brand images Why IMC? © Sameer Mathur 5
6.
The specific mix
of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. Promotional Mix © Sameer Mathur 6
7.
5 Marketing Communication
Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 7
8.
8 Advertising © Sameer Mathur A
powerful means of creating strong, favorable, and unique brand associations and eliciting positive judgments and feelings Controversial because its specific effects are often difficult to quantify and predict Nevertheless, a number of studies using very different approaches have shown the potential power of advertising on brand sales
9.
7 Categories of
Advertising © Sameer Mathur 9 Television Radio Print Direct response Interactive Mobile marketing Place advertising
10.
Short-term incentives to
encourage trial or usage of a product or service Marketers can target sales promotions at either the trade or end consumers Promotions © Sameer Mathur 10
11.
Promotions © Sameer Mathur
11 Consumer promotions Designed to change the choices, quantity, or timing of consumers’ product purchases. Trade promotions Financial incentives or discounts given to retailers, distributors, and other members of the trade to stock, display, and in other ways facilitate the sale of a product.
12.
5 Marketing Communication
Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 12
13.
Event Marketing © Sameer
Mathur 13 Event marketing is public sponsorship of events or activities related to sports, art, entertainment, or social causes.
14.
Samsung 3-D TV
Launch 14 Concert by Black Eyed Peas New York, Times Square
15.
Sponsorship © Sameer Mathur
15 By becoming part of a special and personally relevant moment in consumers’ lives, sponsors can broaden and deepen their relationship with their target market.
16.
Sponsorship © Sameer Mathur
16
17.
5 Marketing Communication
Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 17
18.
Programs designed to
promote or protect a company’s image or its individual products. Buzz Marketing Occasionally, a product enters the market with little fanfare yet is still able to attract a strong customer base Public Relations and Publicity © Sameer Mathur 18
19.
5 Marketing Communication
Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 19
20.
Personal Selling Personal selling
is face-to-face interaction with one or more prospective purchasers for the purpose of making sales © Sameer Mathur 20
21.
5 Marketing Communication
Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 21
22.
Summary: Integrated Marketing Communications The
concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products © Sameer Mathur 22