Market COmm.pdf - Promotion Marketing Communications...

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Integrated Marketing Communications (IMC) Developing and implementing various formsof persuasive communications programswith customersand prospects over time. - Key elements of the process: Affecting purchase behaviour Eliciting a favourable brand attitude should be considered an intermediate step in achieving the ultimateobjectiveof purchase. 1. Using all forms of contacts Consider all possible contactsa customer or prospect haswith the brand or the organisation 2. Beginning with the customer or prospect IMCprocess begins with the customer and worksback to determine the mosteffective andpersuasive communications Avoidssales orientation § Consistentwith value-basedsegmentation § 3. Achieving synergy IMCimplies a coordinatedmessage across various media (achieving synergy) Avoidsduplicated effortand contradictory messages § Achieves stronger brandposition § 4. Bravia - Creative strategy - unique selling proposition (USP) - one of the "differentiator) In order to sell an augmented feature the CORE must be right - The USP - was "colour like no other" - Cinemas - if you want to show that it is better than tv, you do it better than a tv medium - e.g. cinema Cinema ads arerelatively cheaper - supposedly less effective as it is less frequent, people don’t actually come in for ads - But cinemas areusually movie? Fanatics or prefer quality hence can be the target market. - Promotion - Marketing Communications Thursday, 12 April 2018 9:07 AM
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Ads are normally 30 seconds, but they made it 60 seconds (to get customers more engaged) Follow up advertising Only 30 secs - as you have already showed the ad before (for 60 seconds) -
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Christopher Reinemann
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