Marketing*Communication*Final*Exam*Notes!!!!*
Chapter*1**
Integrated*marketing*communications*and*brand*equity*enhancement*
The*nature*of*marketing*communications*
•! Marketing*–*consist*of*the*marketing*mix*strategies*that*organisations*develop*to*transfer*
value,*through*exchange,*to*their*customers.*
•! Communication;*is*a*process*that*conveys*shared*meaning*between*individuals,*or*between*
organisations*and*individuals.*
•! Marketing*communication*–*represents*all*the*elements*of*the*marketing*mix*that:*
-! Targeting*the*brand*to*a*group*of*customers*
-! Positioning*the*brand*as*being*distinct*from*competitive*brand*
-! Sharing*the*brand’s*meaning*and*unique*differences*with*the*product’s*target*
audience*
The*marketing*communications*mix*
•! Advertising*–*Mass*communication*e.g.*TV,*radio,*newspaper*or*direct*communications.**
•! Direct*marketing*–*use*several*types*of*media*to*reach*consumers*and*encourage*them*to*
purchase*or*take*some*form*of*immediate*response,*such*as*contacting*the*organisation*of*
the*marketing*message.*
•! Sales*promotions*–*Marketing*activities*that*attempt*to*stimulate*buyer*action*or*immediate*
sales*of*a*product.*E.g.*free*sampling,*coupon*
•! Sponsorship*marketing*–*Promoting*the*interests*of*a*company*and*its*brand*by*associating*
the*company*and*its*brand*with*specific*events.*E.g.*Rolex*sponsors*Australian*open*
•! Marketing*public*relations*–*MPR*usually*consists*of*favourable*news*item*or*editional*
comments*about*a*company’s*product*or*services*that*receive*free*print*space*or*broadcast*
time*because*journalists*consider*of*the*information*newsworthy*for*their*audience.*
•! Personal*Selling*–*person*o*person*communication,*where*the*salesperson*informs,*educates*
and*persuades*perspective*buyer*to*purchase*the*company’s*product*or*service.*
•! Point;of;purchase*communications*–*in;store*display,*posters,*sign*and*other*materials*that*
are*design*to*influence*consumer*buying*decisions*at*the*point*of*purchases.*E.g.*Coke*
energy*drink,*mother*at*petrol*station*
Overview'of'integrated'marketing'communications'
Define*IMC*
•! IMC*is*a*communication*process*involving*planning,*creation,*integration,*and*
implementation*of*diverse*forms*of*marketing*communications*that*are*delivered*over*time*
to*a*brand’s*targeted*customers*and*prospects.*
IMC*consists*of*three*components:*the*concept,*synergy*and*a*process.*
•! Concept*–*relies*on*delivering*the*marketing*message*to*all*stakeholders*that*have*some*
form*of*contact*with*the*organisation.*
•! Marketers*create*advertisements*to*communicate*with*potential*customers.*
•! Synergy*–*suggests*when*marketing*communications*are*coordinated*and*consistent,*they*
have*a*greater*impact*on*enhancing*the*customer’s*brand*knowledge*than*individual*
marketing*messages.*
•! Process*–*profile*the*customer/prospect*segment*and*then*determine*what*types*of*
message*and*media*channel*best*will*reach*the*chosen*market*segment.*
Key*features*of*IMC*
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