Integrating Marketing Communication to Build Brand Equity PDF

Integrating Marketing Communication to Build Brand Equity Unit 3 Integrated Marketing Communications Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication suc...

Integrating Marketing Communication to Build Brand Equity Unit 3 Integrated Marketing Communications Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer. -Integrated Marketing Community IMC and it’s role in Brand Equity Marketing communication is essential in establishing point of similarity, as well point of difference with competition, making an impression in consumer’s mind leading to development of strong consumer-based brand equity and also to develop long- lasting Marketing programs are related to product, relationship. price and distribution channels. And these programs are necessary to create brand image and also to build brand awareness. Task is done through medium of marketing communication, in its most form is advertising. Marketing communication needs to be flexible in current technology driven environment where consumer are internet savvy and have access to information. Effective Marketing Communication Marketers need to understand the present state of brand awareness and brand image within consumer’s mind and then ask question, do they want to be in current state. Design communication in whatever form required that will take to desired level, while clearly stating similarity and difference from competitors. Research consumers to understand whether desire effect or brand knowledge has been created. Factors need to be considered in designing this marketing communication The intended consumers should be able to get a chance to experience the communication. Next communication needs to be catchy so consumer would stop and look through it. Once consumer is all attention then communication should be properly designed to pass the message across. (Consumer should not be left wandering about meaning). Measure effectiveness of communication, whether there is change in direction for consumer as intended. Various marketing options available to marketers Advertisement Radio TV Magazine, Newspapers and other Print Ad Direct Marketing Sales Promotions Consumer promotion can be in form of sampling, evident at malls and super market, another way by providing coupons and various other schemes. Trade promotion is targeted for channel partner like retailers, distributors and these could be in form cash incentives etc. Digital Marketing Additional learning information about IMC (Integrated Marketing Communications) https://youtu.be/nPTRzfi11gg - launching IMC Campaign.  To design a complete marketing communication program, marketers have to ensure that they are able to establish connection with consumer and able to effectively communicate about brand, there by creating a strong brand awareness and image