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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. -Thesepositive 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
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 attitudeCommunication 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:-