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Chptr 17 - 171 Understand what is the role of marketing...

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Understand what is the role of marketing  communications Understand how marketing communications  work Understand what are the major steps in  developing effective communications Understand what the communications mix is  and how it should be set Understand what is an integrated marketing  communications program 17- 2 Break
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Marketing communications are the means by which firms  attempt to inform, persuade, and remind consumers— directly or indirectly—about the products and brands that  they sell. Marketing communications represent the “voice” of the  brand and are a means by which it can establish a  dialogue and build relationships with consumers. 17- 3
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Technology and other factors have changed  the way consumers process communications  and even whether they choose to process the  information Two forces are to blame for the demise of TV:  A) The fragmentation of the national market   audience  B) The media we now use to reach them 17- 4
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In this new communications environment,  advertising is a central element but not or even  the most important one.  Communication of key elements of the brand will  help to build strong brand equity in the longer  term But other elements of promotions can also  contribute towards this end. 17- 5
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1. Advertising 2. Sales promotion 3. Events and experiences 4. Public relations and  publicity 5. Direct marketing 6. Personal selling 17- 6 “Every brand contact delivers an impression that can strengthen or weaken a customer’s view of the company.”
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Marketing communication activities must be  integrated to deliver a consistent message  and achieve the strategic positioning desired.  17- 9
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1. Marketers need to assess which experiences and  impressions will have the most influence at each  stage of the buying process. 2. This understanding will help them allocate  communications dollars more efficiently, design,  and implement the right communication program. 3. Marketers can judge marketing communications  according to its ability to build brand equity and  drive brand sales. 4. Marketers should evaluate all the different possible  communication options according to effectiveness  criteria. 17- 10
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5. Brand awareness  is a function of the number of brand- related exposures and experiences accumulated by the  consumer. 6. Anything that causes the consumer to notice and pay  attention to the brand can increase brand awareness.
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