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 2007 Thomson South-Western

Chapter One. Overview of Integrated Marketing Communications.  2007 Thomson South-Western. Elements of Marketing Communications. Marketing Communications at the Brand Level. A well-known and respected brand is an invaluable asset.

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 2007 Thomson South-Western

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  1. Chapter One Overview of Integrated Marketing Communications  2007 Thomson South-Western

  2. Elements of Marketing Communications

  3. Marketing Communications at the Brand Level A well-known and respected brand is an invaluable asset This is the key means for differentiating one company’s offering from another’s A successful brand can create barriers to entry for competitors Brand

  4. Tools of MarcomAdditional Resource: Marcom Matrix

  5. Integrated Marketing Communications (IMC) The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements.

  6. The Meaning of Synergy • The payoff from IMC is that brand managers achieve • The integration of multiple communication tools and media yield more positive communication results than the tools used individually

  7. The MCT (Keller Kevin Lane (2001), “Mastering the Marketing Communications Mix: Micro & Macro Perspectives on IMC Programs”, Journal of Marketing Management, 17, 823-851 • Three “Actors” in a Situation • The three “actors” determine • INTERACTION EFFECTS

  8. Mountain Dew • Brand’s Core Meaning • FUN, EXHILARATION, ENERGY • Tagline • Do the Dew

  9. Five Key Features of IMC • Start with the Customer • “Outside-In” approach • “Inside- Out” approach

  10. Five Key Features of IMC 2. Use any form of relevant contact

  11. Five Key Features of IMC 3. Achieve synergy (speak with a single voice)

  12. Five Key Features of IMC 4. Build relationships. • Aim to increase “share of wallet”

  13. Five Key Features of IMC • Affect behavior • Survey by Whole foods • Affect behavior?

  14. A Concluding Mantra: All Marketing Communications Should Be… Directed To A Particular Target Market Clearly Positioned Created To Achieve a Specific Objective Undertaken To Accomplish The Objective Within Budget Constraint

  15. MarCom Outcomes Outcomes Enhancing Brand Equity Affecting Behavior

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