Advertising Textbook Notes .docx - Chapter 1 Integrated Marketing Communications Communicating product Product type Physical good service a cause or an

Advertising Textbook Notes .docx - Chapter 1 Integrated...

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Chapter 1: Integrated Marketing Communications - - Communicating product: - Product type: - Physical good, service, a cause, or an idea - Anything that can be marketed and that. When consumed or supported, gives satisfaction to the individual - Product attributes/ benefits: - Attributes that characterize what it is; a chocolate bar can have varying types of chocolate, and different kinds of ingredients - Role of identifying the composition of a good - Chicken: - 100% all- vegetable grain-fed poultry in its original message - Service delivery - Attentiveness staff provides to customer - Benefits: - Communicated via the products attributes - Subjectively claimed through the performance of the product (convenience) - Communicated by feelings or emotions associated with the experiential consumption of a product. - These positive or negative emotions (fear) can be psychologically based - Ex: - Prime chicken change message to show convenience of brand brought families together, showed families together enjoying - Wanted customers to connect emotionally - Brand identity: - Corporate name and its identification through its logo, symbol, or trademarks, motto, slogan - Primary purpose marketing communication: - Present the brand and its identification in favourable locations, situations, or time frame and allow consumers to feel more positively towards the brand - Packaging: - Function benefits (economy, storage) also gives distinctive look- identity focal point of marketing communication - Brand Equity: - Differential efect of brand knowledge on consumer responses to the marketing of the bran - Favourable image impressions of differentiation, or strength of
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consumer attachment toward a company name, brand name, or trademark - Competitive advantage: - By allowing its product to earn greater sales volume than would without the name - Brand experience: - Receiving marketing communications messages, shopping ehaviour, product use, and consumption, leading to one view that it includes sensory, affective, intellectual, and behavioural dimensions - Brand attachment: - The stregth of the bond between a brand and one’s self and comprises brand-self connection and brand prominence - Brand love: - Seven aspect: - ; passion-driven behaviours, self-brand integration, emotional attachment, anticipated separation distress, long-term relationship view, positive attitude, confidently held attitude Communication Price: - Price planning includes concerns of: - level , policy, adjustments through discouunts, and flexibility when facing competition - Marketing: - Reinforced a customer’s belief that the product benefit or quality accurately reflects the price - High relative ad expenditure: - Should accompany premium prices - Communicating distribution: - Place of marketing mix: where and how purchase product - Sets of interdependent organizations involved in the process of making a product available for use or consumption - Consumer product companies distribute through: - Indirect channels: - Using a network of wholesalers and retailers - Direct channels: - Do not use any channel intermediaries to sell to customers - Communication value: -
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