TOPIC 1 IMC AND BRAND EQUITY ENHANCEMENT

TOPIC 1 IMC AND BRAND EQUITY ENHANCEMENT Note: Brand equity building model is the same as the brand equity building framework. LEARNING OBJECTIVES 1. Apply the components of the brand equity building model 2. Apply the components of the integrated marketing communications process model 3. Compare the different types of advertising objectives 1. APPLY THE COMPONENTS OF THE BRAND EQUITY BUILDING MODEL What is a brand  a brand is a name, term, sign, symbol, or design, which differentiate products from competition. Using brand as a marketing communications weapon  a well-known respected brand is an invaluable asset. A differentiated brand can create barriers to entry for competitors. Improving brand awareness Top of mind awareness (TOMA) Brand recall

Brand recognition

Unaware of brand

A brand equity building framework

2. APPLY THE COMPONENTS OF THE INTEGRATED MARKETING COMMUNICATIONS PROCESS MODEL IMC juggles/integrates six marketing communication tools

Point-ofpurchase communication

Sponsorship Marketing

Sales Promotion

Publicity

Personal Selling

Advetising

Flexibility of advertising roles • • • • •

Informing Persuading Reminding Adding value Assisting other company efforts

Coordinating tools, message and media with IMC Integrated marketing communication is process of planning, creating, integration and implementation of marketing communications tools and messages to targeted customers. Planning, implementing and evaluating communication decisions

3. COMPARE THE DIFFERENT TYPES OF ADVERTISING OBJECTIVES Are sales the best advertising objective? • •

Advertising has delayed (lagged) effect Sales are due to many factors (not just advertising)

The hierarchy-of-effects model guides advertising objective setting