The aim of this course is to provide you with a sound understanding of the principles of marketing. In a nutshell, understanding marketing comes down to understanding your customers. Thus, even if you have no interest in pursuing a career in marketing per se, the knowledge and skills acquired in th...
Market Communications
Integrated Marketing Communications is a process which involves the blending of
different elements of the communications mix in mutually reinforcing ways. This then
creates a unifying experience across different touchpoints and coordinating different
media channels to optimise effectiveness of communications programmes.
The 2 Dimensions of Integration:
o Integrating brand themes:
Managing visible brand elements consistently.
Consistent thread of what the brand stands for and its brand
personality.
o Integrating Media Channels
Appreciate that media channels are nowadays interlocked,
audiences are dispersed and that consumers differentiate little
between differing media.
IMC integrates Customers
o Builds a relationship with the customer
o Creates continuous two-way communication
Traditional (TV) Advertising
o Advantages:
Still comparatively wide reach
Good for building brand awareness and image
Can be targeted pretty well
o Disadvantages
Difficult to directly induce behaviour
Impact is relatively difficult to measure
Expensive
Sales Promotion
o This is a short-term communication tool to encourage the purchase of a
product/service.
o It can induce brand awareness and trial.
Product Placement
o Advantages:
Usually less interruptive
Transfer effect of positive association with movie (character)
Multiple exposure through re-runs, Internet clips etc.
Leverage effect through additional advertising
o Disadvantages:
Viewers might not notice the placement
It can evoke reactance, especially if it is too obvious
Depends on the success of the movie/show
Guerrilla Marketing
o This refers to using unconventional and surprising tools to
communicate a message.
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