MC4307-Ch5 - 7/29/11 Chapter 5: Building the Marketing...

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7/29/11 1 Chapter 5: Building the Marketing Communication Strategy MC4307: Advertising Campaigns Emmeline Aguirre, MA Thinking about Strategy Identifies actions for competitive edge. Anticipates responses and reactions. Involves communication strategy as well as funding, managing, and evaluating campaign. Chapter 5: Building the Marketing Communication Strategy MC4307 Advertising Campaigns Communication Strategy Message Content Message Delivery Advertising, Marketing, PR Chapter 5: Building the Marketing Communication Strategy MC4307 Advertising Campaigns
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7/29/11 2 Advertising Strategy Classic Approach vs. Brand Building Chapter 5: Building the Marketing Communication Strategy MC4307 Advertising Campaigns Advertising Strategy: Classic Approach Informs or educates to persuade. Begins with analysis of consumers’ needs and wants. Shows how product attributes meet those needs and wants. Tells potential customers how they will benefit from using product. Chapter 5: Building the Marketing Communication Strategy MC4307 Advertising Campaigns Advertising Strategy: Classic Approach Losing Effectiveness Too many product similarities. Too many ads. Too many promises. Chapter 5: Building the Marketing Communication Strategy MC4307 Advertising Campaigns
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7/29/11 3 Advertising Strategy: Building the Brand Often uses the post-modern approach. Focuses on value of brand name. Chapter 5: Building the Marketing Communication Strategy MC4307 Advertising Campaigns Building the Strategic Foundation Determine the selling focus. Manage brand equity. Position the message. Fund marketing communication program. Target and deliver message. Chapter 5: Building the Marketing Communication Strategy MC4307 Advertising Campaigns Strategic Foundation: Determining Selling Focus Transaction-oriented Brand-oriented Price-oriented Product-oriented Chapter 5: Building the Marketing Communication Strategy MC4307 Advertising Campaigns
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7/29/11 4 Strategic Foundation: Managing Brand Equity Brand: Name, term, symbol, design, or some combination that identifies a company’s product and differentiates them from those of the competition.
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This document was uploaded on 10/26/2011 for the course MASS COMMU 4303 at Texas State.

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MC4307-Ch5 - 7/29/11 Chapter 5: Building the Marketing...

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