【高中数学课件】苏教版必修3互斥事件ppt课件.ppt

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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