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Classification by medium:
Focus on consumer’s basic needs for health and security
Focus on the consumers’ feelings (love, romance, pride)
Focus on the consumer’s reasoning abilities (cost, safety, convenience)
Focus on the way that social pressures influence consumer behavior (odor, weight, acne, fashion)
IMC is a concept of Marketing Communication planning that recognizes the added value of a comprehensive plan to provide:
Brand communication begins after brand identity process has been clearly laid out
Coca-Cola has always been a brand associated with youth and exuberance, surrounded by a positive contemporary outlook on life.
-The emergence of PR as a branding tool is not so much a revolution as an evolution,” explains John Lonsdorf, president of R&J Group, a public relations agency. “Today’s consumers have grown up being bombarded with all kinds of brand messages. In the past, it was good enough to drill home a snappy jingle or catchy tag line over and over again, so that consumers would hum it in their sleep.”
-Such an approach won’t work as well today, according to Nick Wreden, author of Fusion Branding: How To Forge Your Brand for the Future. The mass economy has been replaced by a “customer economy” which calls for customer-to-customer communications built on trust. PR plays a very powerful role in such a relationship
In theory, sponsoring an event can do a number of things for a brand. But there are business owners who walk away wondering if all the expense and effort were worth it.
Have you ever been tempted by free sample been giving away at a mall where u go shopping?
Pantene has set up is kiosk at Park Towers Karachi where you can have a free hair wash and hair check up
The six stages of impact communications should have on your target consumer are
1. Awareness: About the FABs of your brand
2. Understanding: Let your target audience clearly understand what your brand stands for i.e. Brand Positioning
3. Trial: Induce them to have a try of your brand
4. Happiness: Make their trial be a good experience
5. Only one: The most important stage; Make them think only about your Brand! that will allow you to enjoy customer loyalty
6. Referral or Recommendation: This is the ultimate sign of brand satisfaction when customers are willing to refer your brand to a peer
They are constantly meeting our brand
-Brand Communication with context to its Position by Sumaiya Masood
- Communication through PR, Corporate Events & Sponsorship- Syeda Mizna Shah
- Communication through Advertisement, Direct Sales & Promotions by Talha Altaf