MKT 280 - Ch 17 - Fall 2007

MKT 280 - Ch 17 - Fall 2007 - Sponsorship Sponsorship Form...

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    Integrated Marketing  Communications Chapter 17
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    What is IMC? Process for managing customer relationships that  drive brand value Communication is consistent and synergistic Databases are used to review the success/failure  of promotions
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    Traditional Marketing Communication  Functions Figure 1-3, p.17
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    Integration Components Figure 1-4, p.23 Gives brand unified message
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    IMC Builds Relationships Building customer relationships will  produce more sales and profits than  transactions alone Consumer groups B to B relationships Marketing activities must take into  consideration not only potential customers  but also other stakeholders
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    Promotions Promotions Communication used to inform and persuade  potential customers Promotions Mix Advertising Public Relations Personal Selling Sales Promotions Sponsorship
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Unformatted text preview: Sponsorship Sponsorship Form of marketing communications to selected audience. Sponsorship 2 types are most successful Functional ties Goodyear sponsoring a NASCAR car Image ties Lexus sponsoring The Masters NASCAR Sponsorship meaning to employees Commitment to firm Commitment to customer service How would a secondary or tertiary sponsor benefit? Internal Communication Internal communications is important because: Companies need everyone on the same page with goals/strategies/rationales Intranet and/or employee Q&A sessions Benefits of good internal communications Puts employees at ease Gives the entire company one direction Sounds easy but often overlooked...
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This note was uploaded on 10/13/2010 for the course MKT B280 taught by Professor Lawrence during the Fall '08 term at Loyola New Orleans.

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MKT 280 - Ch 17 - Fall 2007 - Sponsorship Sponsorship Form...

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