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Ch16 role of marketing communications


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Role of marketing communication

Published in: Marketing
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Ch16 role of marketing communications

  2. 2. The Role of Marketing Communications Marketing communications are the means by which firms attempt to inform, Persuade, and remind consumers (directly or indirectly) about the products and brands that they sell.
  3. 3. Changing Marketing Communications Environment
  4. 4. Marketing Communications’ Prime Contributions • Brand Equity • Sales
  5. 5. Brand Equity A brand is a logo, symbol, or name associated with a product. The impact that a brand has on consumer purchases or perceptions about a product is known as brand equity.
  6. 6. Brand Equity Brand Awareness Perceived Quality Brand Loyalty Brand Identity Brand Association
  7. 7. Created by Vignaesh Muthukumaar, IIT Kanpur, during an internship with Prof. Sameer Mathur, IIM Lucknow,