Imc to build brand equity

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UTKARSH SRIVASTAVA

Published in: Business
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Imc to build brand equity

  1. 1. IMC to Build Brand Equity
  2. 2. Why IMC  Identify a target market  Increase awareness  Reinforce consumer perceptions of key brand image associations  Enhance corporate image
  3. 3. Why IMC  Create experiences & evoke feelings  Express commitment to community & social issues  Entertain  Helps in merchandising & promotional activities
  4. 4. Effective IMC Current Brand Knowledge Desired Brand Knowledge Communication
  5. 5. Effective IMC  Current Brand Knowledge  Desired Brand Knowledge – define POP,POD & Brand Values How does communication help company move from current to desired brand knowledge ?
  6. 6. Persuasion Process  Exposure – See & hear  Attention - Notice  Comprehension - Understand  Yielding – Respond favorably  Intention – Plan to act in a desired manner  Behavior - Act in a desired manner
  7. 7. Marketing Communication Options 1. Media Advertising 2. Direct Response Advertising 3. Online Advertising 4. Place Advertising 5. POP Advertising
  8. 8. Marketing Communication Options 6. Trade Promotions 7. Consumer Promotions 8. Event Marketing& Sponsorships 9. Publicity& PR 10. Personal Selling
  9. 9. Media Advertising  TV  Radio  Newspaper  Magazines
  10. 10. Direct Response Advertising  Mail  Telephone  Broadcast media  Print media
  11. 11. Place Advertising  Billboards & posters  Movies, Airlines, lounges  Product Placement  POP
  12. 12. POP Advertising  Shelf talkers  Aisle Markers  Shopping cart ads  In-store Radio/TV
  13. 13. Trade Promotions  Trade Deals & buying allowances  POP display allowances  Push money -incentives  Dealer contests  Training Programs  Trade shows  Co-operative advertising
  14. 14. Consumer Promotions  Samples  Coupons  Premiums  Refunds & rebates  Contests  Bonus packs  Price- offs - EDLPs
  15. 15. Events & Sponsorships  Sports  Arts  Entertainment  Fairs & Festivals  Cause - related
  16. 16. Developing IMC Programs 1. Determining optimal communication mix 2. Matching Communication options 3. Using IMC Choice criteria
  17. 17. 2. Matching Communication Options Criteria – 1. Coverage- proportion of audience it reaches 2. Contribution- ability to create desired response 3. Commonality – create a cohesive & consistent brand image
  18. 18. 2. Matching Communication Options Criteria - • Complementarities – extent to which different associations & linkages are emphasized across communication options • Versatility – ease of moving effectively across different groups of consumers • Cost
  19. 19. 3. Using IMC Choice criteria  Evaluating Communication Options  Establishing priorities & trade offs between various criteria  Final design & execution

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