Adman Lecture 2
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Adman Lecture 2

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The Role of IMC in the Marketing Process

The Role of IMC in the Marketing Process

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Adman Lecture 2 Adman Lecture 2 Presentation Transcript

  • Advertising Management Lecture 2: Role of IMC in the Marketing Process
  • Lecture Objectives
    • Recap on Brands
    • Explain the Concept of IMC and its importance in building brands
    • Discuss the role of IMC in the Marketing process by using a model
  • Marketing & Promotions Process Model
  • Marketing Strategy and Analysis
    • Opportunity analysis
    • Competitive analysis
    • Target Marketing
      • Identify markets with unfulfilled needs
      • Determining market segmentation
      • Selecting a market to target
      • Positioning through market strategies
        • Six such strategies: positioning by product attributes, price/quality, use, product class, users, and competitor
  • Target Marketing Process
    • Identify markets with unfulfilled needs
    • Determining market segmentation
    • Selecting a market to target
    • Positioning through market strategies
      • Six such strategies: positioning by product attributes, price/quality, use, product class, users, and competitor