Chptr 17 - 17-1Understand what is the role of marketing

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Unformatted text preview: 17-1Understand what is the role of marketing communicationsUnderstand how marketing communications workUnderstand what are the major steps in developing effective communicationsUnderstand what the communications mix is and how it should be setUnderstand what is an integrated marketing communications program17- 2BreakMarketing communications are the means by which firms attempt to inform, persuade, and remind consumersdirectly or indirectlyabout 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- 3Technology and other factors have changed the way consumers process communications and even whether they choose to process the informationTwo 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 them17- 4In 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 termBut other elements of promotions can also contribute towards this end.17- 51.Advertising2.Sales promotion3.Events and experiences4.Public relations and publicity5.Direct marketing6.Personal selling17- 6Every brand contact delivers an impression that can strengthen or weaken a customers view of the company.17-717-8Marketing communication activities must be integrated to deliver a consistent message and achieve the strategic positioning desired. 17- 91.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- 105.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.7.To enhance brand recall, more intense and elaborate processing may be necessary so that stronger brand links to the product category or consumer needs are established to improve memory performance....
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Chptr 17 - 17-1Understand what is the role of marketing

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