Rcsc 320: Chapter 6: Integrating Marketing Communication To Build Brand Equity

Front 1

Marketing Communications

Back 1

Means by which firms attempt to inform, persuade, and remind consumers about the brands they sell.

Communicate via advertising, promotions, event marketing and sponsorship, public relations and publicity, and personal selling

Front 2

Advertising

Back 2

A powerful means of creating strong, favorable and unique brand associations and eliciting positive judgements and feelings

Controversial because the specific effects are difficult to quantify and predict.

Advertise via tv, radio, print, direct response, interactive web, mobil marketing, pace advertising (billboards, movies, lounges, and airlines)

Front 3

Direct Response

Back 3

use of mail, telephones, internet and other non-personal contact tools to communicate with or solicit a response from specific customers and prospects

Front 4

Promotions

Back 4

short term incentives to encourage trial or usage of a product/ service.

Target sales promotions ate either the trade or end consumer

Front 5

Consumer Promotion

Back 5

change the consumers choices, quantity or timing of a purchase

Front 6

Trade Promotions

Back 6

financial incentives/ discounts given to retailers, distributers or other members of the trade to stock, display and other ways to facilitate the sales of a product.

Front 7

Event Marketing and Sponsorship

Back 7

Is a public sponsorship of events or activities related to sports, art, entertainment, or special causes.

Provides a different kind of communication options for marketers. By becoming part of a special and personal relevant moment in consumers lives, sponsors can broaden to deepen their relationship with their target market

Front 8

Public Relations and Publicity

Back 8

Relates to a variety of programs and are designed to promote or protect a companies image or its individual

Front 9

Buzz Marketing

Back 9

When a product enters the market with little fanfare yet is still able to attract a strong customer base

Front 10

Personal Selling

Back 10

face-to-face interactions with one or more prospective purchases for the purpose of marketing sales.

Better selling tips: rethinking training, get everyone involved, inspire from the top, change the motivation, forge electronic links and talk to your customers