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Chapter # 06: Integrating Marketing
Communication to Build Brand Equity
Presented by: Muhammad Ghazanfar
(1011187)
Muhammad Habib Shaikh ( 1111192
)
Nawal Imam
( 1111125 )
Shahrukh Khan
( 1111191 )
Integrating Marketing
Communications to Build Brand
Equity
Overview
Marketing communications are the
means by which firms attempt to
inform,
persuade,
and
remind
consumersdirectly or indirectly
about the brands they sell.
6.3
6.4
Current
Brand
Knowledge
Desired
Brand
Knowledge
6.5
1.
2.
3.
4.
5.
6.
Exposure
Attention
Comprehension
Yielding
Intentions
Behavior
6.6
Advertising
Promotions
Event marketing and sponsorship
Public relations and publicity
Personal selling
6.7
Advertising
A powerful means of creating strong,
favorable, and unique brand associations
and eliciting positive judgments and
feelings
Controversial because its specific effects
are often difficult to quantify and predict
Nevertheless, a number of studies using
very different approaches have shown the
potential power of advertising on brand
sales.
6.8
Ideal Ad Campaign
The ideal ad campaign would ensure that:
1.
2.
3.
4.
5.
6.
6.9
Creative Advertising
Creative Advertising
Creative Advertising
Creative
Advertising
Creative
Advertising
Creative Advertising
Mediums of Advertising
Television
.
Radio
Print
Direct response
Interactive: websites,
online ads
Mobile marketing
Place advertising:
Billboards; movies, airlines, and lounges; product
placement; and point-of-purchase advertising
6.16
Promotions
Short-term incentives to
encourage trial or usage of a
product or service
Marketers can target sales
promotions at either the trade or
end consumers
Consumer promotions
Trade promotions
6.18
.
.
Personal Selling
Personal selling is face-to-face interaction
with one or more prospective purchasers
for the purpose of making sales
The keys to better selling
Rethink training
Get everyone involved
Inspire from the top
Change the motivation
Forge electronic links
Talk to your customers
6.20
6.22
6.23
Communication
Option A
Communication
Option B
d
u
A
ce
n
ie
Communication Option C
Note: Circles represent the market segments reached by various communication options.
Shaded portions represent areas of overlap in communication options.
6.24
6.27
6.28
Thank You !!