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 2007 Thomson South-Western

Learn how integrated marketing communications can help differentiate your brand, create barriers to entry for competitors, and enhance brand equity through cohesive communication strategies. Discover the key features and tools of IMC, along with the importance of achieving synergy and building relationships.

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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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