Part One: Integrated Marketing Communications and Its Role in Brand-Equity Enhancement Chapter One: Overview of Integrated Marketing Communication.

Slides:

Advertisements

Similar presentations

Applying Integrated Marketing Communication to Social Marketing Jyotika Ramaprasad College of Mass Communication and Media Arts Southern Illinois University.

Advertisements

Integrated Marketing Communications

GOLDEN ROLE OF PROMOTION COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION! COMMUNICATION!

Copyright © 2010 by Nelson Education Ltd. Chapter 14 Basic Version Integrated Marketing Communications.

Chapter 01 An Introduction to Integrated Marketing Communications.

Integrated Marketing Communications Strategy

Chapters One and Two IMC Overview and Brand-Equity Enhancement.

Integrated Marketing Communications Chapter Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall.

Chapter 14Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Outcomes: Chapter 14 Integrated Marketing Communications.

Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 16: Promotional Planning for Competitive Advantage Introduction to Designed & Prepared by.

Integrated Marketing Communications

An Overview of Strategic Marketing

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

1 Ganesh Iyer Intel Inside Week 4 EWMBA Ganesh Iyer Measuring Brand Equity for Intel l Conjoint Analysis can help measure the value of Branding.

Integrated Marketing Communications Promotional Strategies at a Glance Chapter 14.

I.1 ii.2 iii.3 iv.4 1+1=. i.1 ii.2 iii.3 iv.4 1+1=

I.1 ii.2 iii.3 iv.4 1+1=. i.1 ii.2 iii.3 iv.4 1+1=

An Introduction to Integrated Marketing Communications

BA 230 Marketing Communications

Chapter Seven Marketing, Advertising, and IMC Planning

1.1 INTRODUCTION to PROMOTION and INTEGRATED MARKETING COMMUNICATIONS Chapter 1:

ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Introduction to Advertising

Advertising and Promotion

Chapter 31 MARKETING AND ECONOMICS 1Scarcity and Private Enterprise 2Observing the Law of Supply and Demand 3Types of Economic Competition 4Enhancing Economic.

10.1 Chapter 10: DIRECT MARKETING andE-COMMERCE Relationship Between Direct Marketing and e-Commerce DIRECT MARKETING: Defined E-COMMERCE: Defined RELATIONSHIP.

1 Chapter 16: Promotional Planning for Competitive Advantage Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd.

3-1 Value Creation in Buyer-Seller Relationships 3.

Introduction to Advertising

 2007 Thomson South-Western Overview of Integrated Marketing Communications Chapter One.

Chapter 12 Category and Brand Management, Product Identification, and New- Product Planning.

Marketing, Advertising and IMC Planning Chapter 07 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 18 Promotion: Integrated Marketing Communications.

Integrated Marketing Communications The Process of Planning a Synergistic Approach to Promotions and Communications.

Marketing communications – an introduction. The role of marketing communications inform persuade remind reassure differentiate.

Overview of Integrated Marketing Communications

What is Marketing? n Classical (narrow) definition: n Modern (broad) definition, AMA 1985:

An Introduction to Integrated Marketing Communications McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Chapter 3 Advertising and the Marketing Process Outline What is marketing? The marketing concept and relationship marketing The four tools of marketing.

Marketing Principles IMC – Integrated Marketing Communications Oct 23rd, 2009 Chap 12 of book.

Main Characters of Business Marketing More complex buying Quantity, structure, concentration Technology and performance driven Importance of coordination.

1 Chapter 3 Advertising and the Marketing Process.

Lecture One MKT 6810 Introduction to Promotions Management and Integrated Marketing Communications (IMC)

Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Integrated Marketing Communications Chapter 17.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 8 Marketing and Advertising Planning.

Marketing 14 Integrated Marketing Communication Integrated Marketing Communications n Goal of promotion n Promo mix n Objectives and budgets.

 2007 Thomson South-Western Overview of Integrated Marketing Communications Chapter One.

Chapter 14 Integrated Marketing Communications

Chapter 1 marketing is all around us Section 1.1

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 10 McGraw-Hill The 4Ps of Marketing: Promotion Promotion mix Integrated Marketing Communication.

Lecture One MKT 6810 Introduction to Promotions Management and Integrated Marketing Communications (IMC)

Chapter 3 Role of Ad Agencies and Other Marketing Communication Organizations in Organizing for Advertising and Promotion Chapter 4 Importance of Understanding.

Chapter 10: Marketing Communications Programs

Marketing Communications. The Impact of Communication Marketing Communications are not all designed to work in the same way. Some are designed to impact.

Chapter One Overview of Integrated Marketing Communications.

Advertising’s Role in Marketing

Chapter 2 The Role of IMC in the Marketing Process – Segmentation, Target Marketing, and Positioning.

What’s Happening?

1 The Role of Promotion Promotional Strategy A plan for the optimal use of the elements of promotion: Advertising Public Relations Personal Selling Sales.

THE ROLE OF ADVERTISING IN MARKETING Topic 1 Introduction to Advertising.

1 Chapter 1 Introduction to Advertising. 2 Learning Objectives Definition and roles of advertising Major players of advertising An overview of what makes.

Overview of Integrated Marketing Communications

The AIDA Concept LO5 AIDA Concept Attention Interest Desire Action

Chapter 10: DIRECT MARKETING and E-COMMERCE

CHAPTER 1 World of Marketing: Creating and Delivering Value

Overview of Integrated Marketing Communications

Overview of Integrated Marketing Communications

Model of the IMC Planning Process

Presentation transcript:

Part One: Integrated Marketing Communications and Its Role in Brand-Equity Enhancement Chapter One: Overview of Integrated Marketing Communication

Integrated Marketing Communications Ford Thunderbird Ad

Chapter One: Overview I. Concept Review* A. Promotion B. Promotion Mix II. History of Advertising* III. Integration of Marketing Communication (IMC) A. Start with the customer B. Use any form of relevant contact C. Achieve synergy D. Build relationships E. Affect behavior IV. Changes in Marketing Communication Practices A. Reduced mass media use B. Increased "rifle" approaches C. Greater demands on marketing communication firms D. Greater efforts to measure cost/benefit Chapter One Discussion Questions: 1, 3, 6