adv Jewler and Dewniany readings

adv Jewler and Dewniany readings - Jewler and Dewniany...

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Integrated Marketing Communications (IMC)- the coordination and integration of all marketing communications tools within a company into seamless program that maximizes the impact on consumers and others at a minimal cost. IMC includes direct marketing, Internet marketing, sales promotion, PR, promos, sponsorships, cause-related marketing, guerilla marketing, and advertising. Push and pull strategies- a push strategy encourages retailers and other intermediaries to promote, or push, the product to consumers. A pull strategy puts its emphasis on the consumer, who is expected to demand that the retailer offer the promoted product. Successful plans combine the two processes. Ex Weinermobile outside of a supermarket sells lots of Oscar Meyer products. Can help a company see immediate results. Public relations might want to read this in the book, these are just highlights. - PR manages the communication between an org and its “publics” - News releases most common- thru stories that run in the media. However, most news releases are not used bc they are too promotional and are not relevant to the mediums audience. Grab attention in the headline, Answer who, what, when, where, and why. Maybe send a media kit, with fact sheet. - Special Events Answer these questions- How will it benefit your organization? How will you measure the success of the event? What is the best venue? Who should be reached? How many should be reached? What can go wrong? - Crisis management Hope you never need this, but need to know how to respond to emergencies. Crisis plan starts with risk assessment. Tell the truth. Guerilla marketing- 291- the use of unconventional marketing intended to pull max results from min resources. Branding defined-36- a brand has a personality. A brands identity is strategically planned, purposeful presentation of itself is to gain a positive image in the minds of the public. Includes name, logo, tagline, color palette, architecture, sounds. Everything the brand represents to the public is part of its identity. Identity leads to image-37- How the public perceives the identity is another story—this is the image. The image is generally a direct result of the associations people have with the company or brand identity. Identity + image = reputation. The brands “gestalt”- is the name, logo, tagline, colors, etc, all taken together. Lovemarks. Developing the brands identity—doing the research-43- the type of research req to build a brands identity involves looking at two different audiences- internal and external. The internal is generally employees and people who have a close connection to the brand. The external is made up of customers, shareholders, vendors, community, other people.
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This note was uploaded on 02/23/2012 for the course MKT 4330 taught by Professor Staff during the Fall '10 term at Texas State.

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adv Jewler and Dewniany readings - Jewler and Dewniany...

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