bangor transfer abroad programme introduction to marketing marketing communication

Bangor Transfer Abroad ProgrammeBangor Transfer Abroad Programme

Introduction to MarketingIntroduction to Marketing

Marketing Marketing CommunicationCommunication



Integrated Marketing CommunicationsIntegrated Marketing Communications

Design and managementof all communicationsaround core values and identity



MKTG-211 / 212

THE MARKETING CYCLETHE MARKETING CYCLE

BUSINESS CUSTOMER

DELIVER VALUES

COMMUNICATE VALUES

CREATE VALUES UUNDERSTAND

CUSTOMERS

EXCHANGE



Purposes of Marketing Communication

PersuadeAction


Introduction to MarketingIntroduction to MarketingBasic Communications System

SENDER RECEIVERMessage Channel

Feedback

NOISE



Mktg – 211/212 Spring 2011

Integrated Marketing Communications

• Aim is to inform, persuade and prompt action

• Customer is starting point for design and delivery

• All “Touchpoints” have potential communications impact

• All communications deliver a consistent message



Integrated Brand Communications

“ IBC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IBC is to influence or directly affect the behaviour of the selected communications audience. IBC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages.”

(Shimp, 2000,)


Introduction to MarketingIntroduction to MarketingMarketing Communications Management

Strategy , Values and Identity

Target Customer Groups

Product/Brand Identity

Message Media Money

Control and Impact Evaluation



The outward expression of the brand, includes :

- its name- visual appearance.

Brand identity is its fundamental means of:

-consumer recognition-symbolizes the brand's differentiation from competitors.

Brand Identity



Brand Image

The customer's “take“ on the brand.

For users - this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations

For non-users - it is based almost entirely upon uninformed impressions, attitudes and beliefs.


Introduction to MarketingIntroduction to MarketingBrand Personality

The attribution of human personality traits (e.g seriousness, warmth, imagination) to a brand as a way to achieve differentiation.

Usually done through long-term above-the-line advertising , packaging and graphics.

These traits inform brand behavior through both prepared communication/packaging, and through the people who represent the brand - its employees.


Bangor Transfer Abroad ProgrammeBangor Transfer Abroad ProgrammeMktg – 211/212 Spring

2011

Touchpoints…

… any contact /potential contact between the business/ product/ brand and the customer that has the potential to communicate message to customer



Not Just Consumers不只是消費者會去買，企業也會買



Results結果



The Communications Mix

• Personal sellingPersonal selling• AdvertisingAdvertising• Sales promotionSales promotion• SponsorshipSponsorship• Public relationsPublic relations• Point of purchase mediaPoint of purchase media• ExhibitionsExhibitions• E-marketing etc….E-marketing etc….

TOUCHPOINTS!!



MessageMessage

3 Variables:

• CodeCode

• AppealAppeal

• ExecutionExecution



CodeCode

Symbols used to convey meaning

- Text - Signs - Graphics - Symbols…etc



Meanings are the result of Communications with Customers

Appeals – what we say

• Product Feature

• Customer Benefit

• Company Values

Generally:

The more Customer

Value is emphasised

the more persuasive our

message



Execution – how we say itStyles range from:

Straight Facts

to

Stories

Generally:

Execution should support and create additional value



Setting Budgets

• Complicated by difficulty in measuring effects

• Range of Methods for setting

• Objective and Task – most managerial approach



Control and EvaluationControl and Evaluation

CONTROL:

Systems to ensure

plans actually

implemented

Measure against plans

EVALUATION:

Systems to measure performance of communications

Measure against Objectives

bangor transfer abroad programme introduction to marketing marketing communication

Documents

marketing bangor transfer

marketing mktg

marketing brand personality

programme introduction

marketing brand image

brand identity slide

programme mktg

action slide