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Integrated Marketing Communications To Build Brand Equity
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Integrated Marketing Communications To Build Brand Equity

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Integrated Marketing Communications To Build Brand Equity

Integrated Marketing Communications To Build Brand Equity

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Integrated Marketing Communications To Build Brand Equity Integrated Marketing Communications To Build Brand Equity Presentation Transcript

  • INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Prof. Sameer Mathur, Ph.D. © Sameer Mathur 1
  • Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Harshit Khaitan 2 BTech, IIT Kanpur © Sameer Mathur 2
  • Marketing communications Means by which firms attempt to inform, persuade, and remind consumers— directly or indirectly—about the brands they sell. © Sameer Mathur 3
  • Integrated Marketing Communications A company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. © Sameer Mathur 4
  • Why IMC? Conflicting messages from different sources or promotional approaches can confuse company or brand images © Sameer Mathur 5
  • Promotional Mix The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. © Sameer Mathur 6
  • 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 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 © Sameer Mathur 8
  • 7 Categories of Advertising Television Radio Print Direct response Interactive Mobile marketing Place advertising © Sameer Mathur 9
  • 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 © Sameer Mathur 10
  • Promotions Consumer promotions Designed to change the choices, quantity, or timing of consumers’ product purchases. Trade promotions Financial incentives or discounts given to retailers, distributors, and other members of the trade to stock, display, and in other ways facilitate the sale of a product. © Sameer Mathur 11
  • 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 12
  • Event Marketing Event marketing is public sponsorship of events or activities related to sports, art, entertainment, or social causes. © Sameer Mathur 13
  • Samsung 3-D TV Launch Concert by Black Eyed Peas New York, Times Square 14
  • Sponsorship By becoming part of a special and personally relevant moment in consumers’ lives, sponsors can broaden and deepen their relationship with their target market. © Sameer Mathur 15
  • Sponsorship © Sameer Mathur 16
  • 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 17
  • Public Relations and Publicity Programs designed to promote or protect a company’s image or its individual products. Buzz Marketing Occasionally, a product enters the market with little fanfare yet is still able to attract a strong customer base © Sameer Mathur 18
  • 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 19
  • Personal Selling Personal selling is face-to-face interaction with one or more prospective purchasers for the purpose of making sales © Sameer Mathur 20
  • 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 21
  • Summary: Integrated Marketing Communications The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products © Sameer Mathur 22
  • Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Harshit Khaitan 23 BTech, IIT Kanpur © Sameer Mathur 23