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CONSUMER ELECTRONICS
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
COMMUNICATION OBJECTIVES
It refers to what the firm seeks to accomplish with its promoted program Communication objectives Creating awareness or knowledge about a product and its attributes or benefits Creating an image Purchase intentions
BRAND ATTITUDE
BRAND AWARENESS
CATEGORY NEED
Successful Communication
4.Receive feedback 3.Select the appropriate channel for the target audience 2.Develop a properly encoded message 1.Select an appropriate source
ADVERTISING SALES PROMOTION EVENTS AND EXPERIENCES PUBLIC RELATIONS AND PUBLICITY DIRECT MARKETING INTERACTIVE MARKETING WORD OF MOUTH PERSONAL SELLING
IMC
IMC-Integrated marketing communications Involve co-ordinating the various promotional elements and other marketing activities that communicate with the firms customers in the sense to provide clarity, consistency and maximum communication impact
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ANY PAID FORM OF NON PERSONAL PRESENTATIONAND PROMOTION OF IDEAS,GOODS OR , SERVICES, BY AN IDENTIFIED SPONSOR How Advertising Works
Advertising Input Message content, media scheduling, repetition Filters Motivation, ability, (involvement) Consumer Cognition, affect, experience Consumer Behavior Choice, consumption, loyalty, habit, etc.