The document discusses integrated marketing communications (IMC). IMC is the concept where a company carefully integrates and coordinates its various communication channels, like advertising, sales promotion, public relations, etc. to deliver a consistent message about the organization and its products. The document then covers topics like the promotional mix, communication process, and three reasons for adopting an IMC approach including media explosion, consumers taking more control, and branding becoming increasingly important.
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http://www.stepchangemarketing.com/
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1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
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it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
This was a group presentation in my Product and Brand Management class at UT Dallas. We covered the finer points of brand resonance for Apple, and how they are the king.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Experiential marketing uses positive, memorable experiences to create valuable emotional bonds between consumers and brands. Emotions profoundly impact the way people think and act; and, in experiential marketing, consumers who experience events that generate goodwill associate those positive feelings with the respective brand. This dynamic results in increased consumer brand awareness and brand loyalty.
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.
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These are the materials I used to lead a workshop with my friends at Androidzoom (now known as Appszoom). Here you'll find the quickest vision on what Marketing is, and then a deeper detail on branding and communications to foster business growth.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
This was a group presentation in my Product and Brand Management class at UT Dallas. We covered the finer points of brand resonance for Apple, and how they are the king.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Experiential marketing uses positive, memorable experiences to create valuable emotional bonds between consumers and brands. Emotions profoundly impact the way people think and act; and, in experiential marketing, consumers who experience events that generate goodwill associate those positive feelings with the respective brand. This dynamic results in increased consumer brand awareness and brand loyalty.
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.
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3. Sameer Mathur
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow
4. A company carefully integrates
and coordinates its many
communications channels to
deliver a clear, consistent, and
compelling message about the
organization and its products.
Integrated Marketing
Communications
8. • Advertising:
– Any paid form of non-
personal presentation and
promotion of ideas, goods,
or services by an identified
sponsor
• Sales promotion:
– Short-term incentives to
encourage purchase or
sale of a product or service
• Public relations:
– Building good relations and
corporate image with the
company’s publics using
publicity, and handling
unfavourable events
• Personal selling:
– Personal presentation by
the firm’s sales force for the
purpose of making sales
and building customer
relationships
• Direct marketing:
– Direct communications with
targeted individuals to
obtain an immediate
response and lasting
customer relationships
Marketing Communications Mix
26. • Media fragmentation
• Explosion of cable TV
• Birth of the Internet
• TiVo/DVRs
• Viral Marketing
• Rise of the Blog
• Social Networking
• Consumer Generated
Media
Signs that the Consumer is in Control
38. ADAGE
More Consumers Make the Switch to Macs
Analysts Say Apple's Disciplined Marketing Is Behind Trend,
not Just Vista 'Debacle'
YORK, Pa. (AdAge.com) -- For a long time, David Alison was a
Mac hater.
In fact, one of the avatars he used was the face of actor John
Hodgman, the PC guy in Apple's "Get a Mac" ads. As a
software developer, he was heavily invested in and committed
to Windows. While he had been a longtime iPod fan, it hadn't
been enough to get him to switch.
Gaining converts: But then last year his friends started buying
iPhones and making the switch -- "guys like me, who didn't
really care for Macs." And when the latest Windows operating
system, Vista, came out, "It didn't do anything for me," Mr.
Alison said. "The very initial version was really a mess.
39. The concept under which a company carefully integrates and
coordinates its many communications channels to deliver a clear,
consistent, and compelling message about the organization and
its products.
Summary: Integrated Marketing Communications