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Part 7 : Communicating Value Chapter 17 – Designing and Managing Integrated Marketing Communications
The Role of Marketing Communications ,[object Object],[object Object],Marketing Communications Program Advertising Sales Promotion Events & Experiencing Public relation & publicity Personal selling Direct Marketing Brand Equity Brand awareness Brand Image Brand responses Brand relationships
Developing Effective Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],I I I I I Very Unfavorable Somewhat Unfavorable Indifferent Somewhat favorable Very favorable I I I I I
Developing Effective Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Effective Communications ,[object Object],100% market 20% not aware 80% aware 40% didn’t try 60% try 20% satisfied 80% disappointed Total Awareness Brand Trial Satisfaction
Developing Effective Communications ,[object Object],[object Object]

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