Integrated Marketing

Step I Analysis and Planning for marketing - Analysis of Target audience - Effects and Objectives - Strategy and planning - Strategic positioning - Tactics and Techniques of positioning

Step II Implementation and Control of Marketing communication - Building Brand equity - Brand Narrative and relational marketing - The marketing communication mix - Advertising strategy - Advertising creativity - Media concepts and media planning - Public relations and hybrid marketing communication - Sales and Sales promotion - Beyond traditional marketing communication - Evaluating marketing communication

Analysis of Target Audience

- In this we will discuss the link between marketing communications and the dynamics of buying behavior. - Individual motivation, attitude formation, perceptions, beliefs and so on are conditioned by the social and cultural environment within which they are constituted and stimulated by the elements of Marketing communication mix. - Thus, a range of buying behavior techniques and concepts must to analyzed in order to assess the role of Buying behavior on marketing communication.

There is an inextricable relationship between marketing communications and consumer behavior. - Knowledge of target markets informs marketing communication - Marketing communication is instrumental in affecting behavior change, assisting and influencing consumer decision making. - Equally, knowledge of how and why consumers purchase brands informs good marketing communications.

Marketing communication and buying behavior

- Pre purchase - Purchase - Post purchase

Nature of consumer decisions

The five consumption values that are required when individually or collectively choosing a brand. 1. Functional value: the capacity of a brand to fulfil utilitarian or practical requirements. 2. Social Values: Some brands are perceived as offering value because of there ability to enable affiliation with other groups(ex:age,social griups,country)

3.Emotional value: This is acquired when a brand precipitates or perpetuates specific feelings. 4. Epistemic Value: The curiosity factor in a purchase : new adventures, different places and expanding ones experience. 5. Conditional value: Certain situational factors such as celebration of events (birthdays, marriage, gift giving) carry another level of significance above the functional, social and emotional levels.

Consumer decision making process

Need and problem recognition Information search Evaluation of alternatives Purchase Consumption Post purchase evaluation Divestment