欢迎来到天天文库
浏览记录
ID:55339314
大小:2.71 MB
页数:27页
时间:2020-05-14
《【高中数学课件】苏教版必修3互斥事件ppt课件.ppt》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、IntegratingMarketingcommunicationstobuildbrandequityDoneBy:RuvimboMandongaLesegoMoagiTakingastepbackPreviouschapterslookedatvariousmarketingactivitiesandproduct,priceanddistributionstrategies.Thischapterwilllookathowfirmswillnowgoaboutinforming,persu
2、adingandremindingcustomersaboutthebrandstheysellMarketingcommunicationscancontributetobrandequitybycreatingawarenessofthebrandLinkingassociationstothebrandconsumersmemorywithregardstopointsofparityandpointsofdifferenceElicitingpositivebrandjudgmentsa
3、ndfeelingsFacilitatingastrongerconsumer-brandconnectionandbrandresonanceWhatisintegratedmarketingcommunications(IMC)IMCisacommunicationprocessthatentailstheplanning,creation,integrationandimplementationofdiverseformsofmarcom(adverts,salespromotion,pu
4、blicity)thataredeliveredovertimetoabrand’stargetedcustomersandprospects(Shimp,2007)NewmediaenvironmentMovingawayfromtraditionalmarketingTV,radio,newspaperandmagazinesMovingtowardsmoremodernmarketingtechniquesOnlinemethodssuchasblogsandbrandcommunitie
5、sConnectingwithcustomersrequiresthinkingbeyondtraditionalmethods(thinkoutofthebox)EssentialthatmarketersredesignthewaytheycommunicatewiththeircustomersNewmediaenvironmentRedesigningbrand-buildingcommunicationsmarketersmustrememberthatthefollowing6ste
6、psmustoccuroftheinformationprocessingmodel:ExposureAttentionComprehensionYieldingIntensionsBehaviourOverviewofMarketingcommunicationoptionsPossibletoemploymultiplecommunicationtoachievegoalsUnderstandhoweachcommunicationmethodworksandleverageofthepos
7、itiveaspectsofmethodMarketingcommunicationoptionsCommunicationoptionsAdvertisingTV,Radio,Print,Directresponse,InteractiveandOutdoorPromotionConsumerpromotionsandTradepromotionsEventmarketingandsponsorshipPublicrelationsandPublicityBuzzmarketingPerson
8、alsellingAdvertisingAdvertisingisanypaidformofnon-personalpresentationandpromotionofideas,goodsorservicesbyanidentifiedsponsorPowerfulwayofcreatingstrong,favourableanduniquebrandassociations.(Keller’sBrandKnowledgeModel–chapter2)TelevisionMediumofAdv
此文档下载收益归作者所有