Adman Lecture 2

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The Role of IMC in the Marketing Process

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Adman Lecture 2

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

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