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Integrating Marketing Communications to Build Brand Equity

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by

Anette Laras

on 24 March 2014

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Transcript of Integrating Marketing Communications to Build Brand Equity

Group 2
The New Media Environment
4 Major Marketing Communication Options
Advertising & Promotions
Interactive Marketing
Events & Experiences
Mobile Marketing
Advertising
Television
Radio
Print
Direct Respond
Place
Promotion
Thought to Encourage Short-term Solution
Criteria for IMC Programs
Coverage
Contribution
Commonality
Complementarity
Conformability
Cost

Information Processing Model of Communications
Trade Promotions
Discounts or Incentives
Integrating Marketing Communications to Build Brand Equity
Reevaluate marketers how they communicate with consumers
Drives Social Media
Television
Powerful advertising medium because it allows for sight, sound, and motion and reaches a broad spectrum of consumers
Future Prospects: is uncertain
Mac vs. PC
Radio
Advantages:
Flexible
Highly Targeted
Relatively cheap
Quick Responses
Disadvatages:
Lack of Visual image
Realtively passive nature of consumer processing that results
Motel 6
The campaign has revitalize the brand
Print
Advantages:
Effective at Building User and Usage Imagery
More Timely & Persuasive
Disadvantages:
Difficult to Provide Dynamic Presentation / Demonstration
Fairly Passive Medium
Absolut
Billboards & Posters
Product Placement
BMW complemented product placement in the James Bond film
Goldeneye
, advertising campaign to launch its Z3 roadster
Disadvantages:
Decreasing Brand Loyalty
Increasing Brand Switching
Decreasing Quality Perception
Increasing Price Sensitivity
Consumer Promotions
Create strong, relevant brand associations while also starting word-of-mouth among consumers
Sampling
Online Marketing Communication
Online Ads and Videos
Social Media
Events & Experiences
Sponsorship Activities
Mobile Marketing
Smartphones for Information and Entertainment as Well as Communication
Geotargetting

Foursquare
Coverage
is the proportion of the audience reached by each communication options
Audience
Communication Option C
Communication Option B
Communication Option A
Contribution
Is the inherent ability of a marketing communication to create the desired response and communication options
Commonality
is the extent to which common information conveyed by different communication options shares meaning across communication options.
Complementarity
Anette Laras
Septika Marjuanita
Rafika NA
Faizs Adam Annasai
Racelly A
Andi Wijaya
Exposure
A person must see or hear the communication
Attention
A person must notice the communication
Comprehension
A person must understand the intended message or arguments of the communication
Yielding
A person must respond favorably to the intended message or arguments of the communication
Intentions
A person must plan to act in the desired manner of the communications
Behavior
A person must actually act in the desired manner of the communication
Direct Response
Use: mail, telephone, internet, etc
Place
Product Display
Product Knowledge
Hyundai Uncensored Campaign
Brand Amplifiers
Public Relations and Publicity
Word-of-Mouth
Conformability
Refers to the extent that a marketing communication option is robust and effective for different groups of consumers
2 Types of Conformability
Communication
Consumer
2 Possible means of achieving this dual communication ability
Multiple information provision strategy
Broad Information Provision Strategy
Cost
Evaluation of marketing communications on all of the preceding criteria must be weighed against their cost to arrive the most effective and efficient communications program
Website
Using IMC Choice Criteria
Evaluating Communication Option
Establishing Priorities and Trade-Offs
Describes the extent to which different associations and linkages are emphasized across communication options
Full transcript