This document discusses integrated marketing communications (IMC) and how firms can use various communication options like advertising, promotions, sponsorships, public relations, and personal selling in an optimal mix to build brand equity. It emphasizes developing IMC programs that are analytical, curious about customers, single-minded in messaging, integrative across communications, creative, observant of the market, realistic about complexities, and patient with a long-term focus on communication effectiveness and brand building. Evaluation of IMC programs considers factors like audience reach, cost, contribution to brand equity, consistency of messaging, and versatility for different consumer segments.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
Chap 4,choosing brand elements to build brand equityRajesh Kumar
This slide will give complete view about choosing brand element for various category in industry. As digital marketing manager i use to allow for choosing fines mode of element for our good selection of brand element.
regards
Rajesh
manager Digital maarketing
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
Chapter 3 of Principles of Advertising. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations. Belch and Belch
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
2. .
6.2
Overview
• Marketing communications are the means by
which firms attempt to inform, persuade, and
remind consumers—directly or indirectly—
about the brands they sell.
3. .
6.3
The New Media Environment
• Traditional advertising media such as TV,
radio, magazines, and newspapers seem to be
losing their grip on consumers.
• Marketers pour billions into Internet
advertising. While Web advertising jumped
during this time, spending for TV ads
remained flat.
7. .
.
6.7
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.
8. .
.
6.8
Ideal Ad Campaign
The ideal ad campaign would ensure that:
1. The right consumer is exposed to the right message at the right place
and at the right time.
2. The creative strategy for the advertising causes the consumer to notice
and attend to the ad but does not distract from the intended message.
3. The ad properly reflects the consumer’s level of understanding about
the product and the brand.
4. The ad correctly positions the brand in terms of desirable and
deliverable points-of-difference and points-of-parity.
5. The ad motivates consumers to consider purchase of the brand.
6. The ad creates strong brand associations to all of these stored
communication effects so that they can have an effect when consumers
are considering making a purchase.
23. .
.
6.23
Category of Advertising
• Television
• Radio
• Print
• Direct response
• Interactive: websites, online ads
• Mobile marketing
• Place advertising:
– Billboards; movies, airlines, and lounges; product
placement; and point-of-purchase advertising
24. .
.
6.24
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
• Consumer promotions
– Consumer promotions are designed
to change the choices, quantity, or
timing of consumers’ product
purchases.
• Trade promotions
– Trade promotions are often
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.
25. .
.
6.25
Event Marketing and Sponsorship
• Event marketing is public
sponsorship of events or
activities related to sports,
art, entertainment, or
social causes.
• Event sponsorship
provides a different kind
of communication option
for marketers. By
becoming part of a special
and personally relevant
moment in consumers’
lives, sponsors can
broaden and deepen their
relationship with their
target market.
26. .
.
6.26
Public Relations and Publicity
• Public relations and publicity relate to a
variety of programs and are 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.
27. .
.
6.27
Personal Selling
• Personal selling is face-to-face interaction with one
or more prospective purchasers for the purpose of
making sales
• The keys to better selling
– Rethink training
– Get everyone involved
– Inspire from the top
– Change the motivation
– Forge electronic links
– Talk to your customers
28. .
.
6.28
Integrated Marketing Communications (IMC)
• The “voice” of the brand
• A means by which it can establish a dialogue
and build relationships with consumers
• Allow marketers to inform, persuade, provide
incentives, and remind consumers directly or
indirectly
• Can contribute to brand equity by establishing
the brand in memory and linking strong,
favorable, and unique associations to it
29. .
.
6.29
Developing IMC Programs
• Mixing communication options
– Evaluate all possible communication options
available to create knowledge structures according
to effectiveness criteria as well as cost
considerations.
– Different communication options have different
strengths and can accomplish different objectives.
– Determine the optimal mix
30. .
.
6.30
Evaluating IMC Programs
• Coverage: What proportion of the target
audience is reached by each communication
option employed? How much overlap exists
among options?
• Cost: What is the per capita expense?
31. .
.
6.31
Communication
Option A
Communication Option C
Communication
Option B
IMC Audience Communication Option Overlap
Note: Circles represent the market segments reached by various communication options.
Shaded portions represent areas of overlap in communication options.
32. .
.
6.32
Evaluating IMC Programs (cont.)
• Contribution: The collective effect on brand
equity in terms of
– enhancing depth and breadth of awareness
– improving strength, favorability, and uniqueness of
brand associations
• Commonality: The extent to which information
conveyed by different communication options
share meaning
33. .
.
6.33
Evaluating IMC Programs (cont.)
• Complementarity: The extent to which different
associations and linkages are emphasized
across communication options
• Versatility: The extent to which information
contained in a communication option works
with different types of consumers
• Different communications history
• Different market segments
34. .
.
6.34
Marketing Communication Guidelines
• Be analytical: Use frameworks of consumer
behavior and managerial decision making to
develop well-reasoned communication programs
• Be curious: Fully understand consumers by using
all forms of research and always be thinking of
how you can create added value for consumers
• Be single-minded: Focus message on well-
defined target markets (less can be more)
• Be integrative: Reinforce your message through
consistency and cuing across all communications
35. .
.
6.35
Marketing Communication Guidelines (Cont.)
• Be creative: State your message in a unique fashion;
use alternative promotions and media to create
favorable, strong, and unique brand associations
• Be observant: Monitor competition, customers,
channel members, and employees through tracking
studies
• Be realistic: Understand the complexities involved
in marketing communications
• Be patient: Take a long-term view of communi-
cation effectiveness to build and manage brand
equity