Integrated Marketing Communications to Build Brand Equity
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This document discusses integrated marketing communications and how companies can use various communication channels like advertising, promotions, public relations, and personal selling in a coordinated way to build brand equity. It defines these different promotional tools and marketing communication options and emphasizes the importance of delivering consistent messaging across channels to avoid confusing customers. The document is authored by Prof. Sameer Mathur and provides an overview of integrated marketing communications.
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Integrated Marketing Communications to Build Brand Equity
- 1. Prof. Sameer Mathur, Ph.D. © Sameer Mathur 1 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY
- 2. Sameer Mathur Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Indian Institute of Management, Lucknow 2 © Sameer Mathur Harshit Khaitan BTech, IIT Kanpur 2
- 3. 3© Sameer Mathur Marketing communications Means by which firms attempt to inform, persuade, and remind consumers— directly or indirectly—about the brands they sell.
- 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 © Sameer Mathur 4
- 5. Conflicting messages from different sources or promotional approaches can confuse company or brand images Why IMC? © Sameer Mathur 5
- 6. The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. Promotional Mix © Sameer Mathur 6
- 7. 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 7
- 8. 8 Advertising © Sameer Mathur 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
- 9. 7 Categories of Advertising © Sameer Mathur 9 Television Radio Print Direct response Interactive Mobile marketing Place advertising
- 10. 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 Promotions © Sameer Mathur 10
- 11. Promotions © Sameer Mathur 11 Consumer promotions Designed to change the choices, quantity, or timing of consumers’ product purchases. Trade promotions 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.
- 12. 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 12
- 13. Event Marketing © Sameer Mathur 13 Event marketing is public sponsorship of events or activities related to sports, art, entertainment, or social causes.
- 14. Samsung 3-D TV Launch 14 Concert by Black Eyed Peas New York, Times Square
- 15. Sponsorship © Sameer Mathur 15 By becoming part of a special and personally relevant moment in consumers’ lives, sponsors can broaden and deepen their relationship with their target market.
- 16. Sponsorship © Sameer Mathur 16
- 17. 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 17
- 18. Programs 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 Public Relations and Publicity © Sameer Mathur 18
- 19. 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 19
- 20. Personal Selling Personal selling is face-to-face interaction with one or more prospective purchasers for the purpose of making sales © Sameer Mathur 20
- 21. 5 Marketing Communication Options Advertising Promotions Direct Marketing Public relations Personal selling © Sameer Mathur 21
- 22. Summary: Integrated Marketing Communications 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 © Sameer Mathur 22