Designing and Managing Integrated Marketing Communications

3518 Words Jan 28th, 2011 15 Pages
CAPITULO 17. DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS

Marketing Communications. Are the means by which firms attempt to inform, persuade, and remind consumers –directly or indirectly- about the products and brands they sell. In a sense, marketing communications represent the “voice” of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers.

Marketing communications mix. Consist of 8 mayor modes of communications: 1. Advertising. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identifies sponsor 2. Sales promotion. A variety of short-term incentives to encourage trial or purchase of a product or service
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A new-to-the-world product such as electric cars would always begin with a communications objective of establishing category need. 2. Brand Awareness. Ability to identify (recognize or recall) the brand within the category, in sufficient detail to make a purchase. Recognition is easier to achieve than recall –consumers asked to think of a brand of frozen entrees are more likely to recognize Stouffer’s distinctive orange packages than to recall the brand. Brand recall is important outside the store; brand recognition is important inside the store. Brand awareness provides a foundation for brand equity 3. Brand Attitude. Evaluating the brand with respect to its perceived ability to meet a currently relevant need. Relevant brand needs may be negatively oriented (problem removal, problem avoidance, incomplete satisfaction, normal depletion) or positively oriented (sensory gratification, intellectual stimulation, or social approval). Household cleaning products often use problem solution; food products, on the other hand, often use sensory-oriented ads emphasizing appetite appeal. 4. Brand Purchase intention. Self-instructions to purchase the brand or to take purchase related action. Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product. But many consumers do not have an expressed category need and may not be in the market when exposed to an ad, so they are
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