Revision/Short notes for Marketing Communication (Chapter 1 and 2)

1. MARKETING
COMMUNICATION
(MKT 547)
PREPARED BY
AL FAIRUZ BIN BORHAN
KHAIRUL NASRI BIN JAMIAN
MUHAMMAD SAIFUL SUHAIRIE BIN MAHAT
PREPARED FOR :
PUAN ZALIHA HJ HASHIM

2. CHAPTER 1 (DEFINITION OF IMC)
 Process of developing and implementing various
forms of consistent communication elements with
customer.
- The goal is to influence the behavior of targeted
customers.
- Avoid confusion among customers.

3. KEY FEATURES OF IMC
 Start with customers
- start with moving customers to trial, purchase
and become brand loyalty
- adopt ‘outside-in’ rather than ‘inside-out’
approach.
 Use any form of relevent contact
- Eg of contact methods are promotions at sport
and entertainment events, slogans on t-shirt, in
store display.
 Achieve synergy/ speak with a single voice
- the promotions being used must all strive to
present the same brand message.

4. CONT.
 Build relationship
- build relationship between brand and customers.
Customers will become loyal to the brand when
they are satisfied with the product performance.
- Approach : through loyalty programs experiential
marketing programs.
 Affect behavior
- MC must do more then just influence brand
awareness should be directed at encouraging
behavioral response
- move people to action.

5. MODEL OF MC DECISION MAKING
PROCESS
Implementation
Fundamental decision
decision •Mixing element
•Targeting •Creating message
•Positioning •Selecting media Program
•Setting objective •Establishing evaluation
•budgeting momentum •Measuring
results
•Providing
corrective
action
Enhancing Affecting
brand equity behavior

6. CHAPTER 2 (BRAND EQUITY)
 Brand equity is the degree of consumer’s
awareness about brand and its image.
 Firms based perspective
- achieve higher market share
- increased brand loyalty
- being able to charge premium (higher) prices
- earning a revenue premium

7. CONT.
 Customer based perspective
- it creates brand awareness and brand image
- brand awareness is an issue of whether a brand
name comes into mind when consumers think of
a product category
- has own image and identity

8. 5 BRAND RELATED PERSONALITY
DIMENSIONS
SINCERITY EXCITEMENT
COMPETENCE SOPHISTICATION
RUGGEDNESS

9. ENHANCING OF BRAND EQUITY
 Speak for itself approach
- by trying consumers learn how good or bad the
product can deliver
- providing quality product
 Message driven approach
- advertisement message must be creative,
attention getting and believable
 Leveraging approach
- connecting with other brands, place, things, or
people (co branding relation).

10. STATISTIC CHAPTER 1 & 2
TITLE APR OCT APR OCT APR OCT
2008 2008 2009 2009 2010 2010
Definition of
IMC / Payoff
IMC
Key features of
IMC
Model of MC
decision making
process
Brand equity
Enhancing brand
equity
5 personality
dimension