CHAPTER 6: ADVERTISING DESIGN
A successful advertising campaign results when people do more than merely enjoy what they see; it also changes
their behaviors and attitudes. At the least, viewers should remember the good or service, so that the next time th
CHAPTER 4: THE IMC PLANNING PROCESS
THE IMC PLANNING PROCESS
Developing an integrated marketing communications plan requires the analysis of the three Cs: customers,
competitors, and communications.
1. Customers. When conducting an analysis of customers f
CHAPTER 2: CORPORATE IMAGE AND BRANG MANAGEMENT
Corporate image is the overall consumer perception or end-user feelings towards a company along with its
goods and services.
The marketing team seeks to understand the rms image and the stren
CHAPTER 3: BUYING BEHAVIOR
CONSUMER PURCHASING PROCESS
STEP 2: INFORMATION SEARCH
1. Internal search. Once a need emerges, the consumer begins an internal search, men- tally recalling products
that might satisfy it; the consumer thinks about the brands sh
Summary marketing communication
Chapter 1 integrated marketing communication
Communication is the transmitting, receiving and processing of information.
The sender is the person trying to capture the consumers attention. Encoding is
forming the verbal and
CHAPTER 1: INTEGRATED MARKETING COMMUNICATION
THE NATURE OF COMMUNICATION
Communication is transmitting, receiving, and processing information; communication occurs when the receiver
(another person or group) comprehends the information.
Senders are the
CHAPTER 5: ADVERTISING MANAGEMENT
OVERVIEW OF ADVERTISING MANAGEMENT
An advertising management program is the process of preparing and integrating a companys advertising efforts
with the overall IMC message. The program consists of four activities: