Part One: Integrated Marketing Communications and Its Role in Brand-Equity Enhancement Chapter One:...
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Transcript of Part One: Integrated Marketing Communications and Its Role in Brand-Equity Enhancement Chapter One:...
Part One: Integrated Marketing Communications and Its
Role in Brand-Equity Enhancement
Chapter One: Overview of Integrated Marketing
Communication
Integrated Marketing Communications
Ford Thunderbird Ad
Chapter One: Overview
I. Concept Review*
A. Promotion
B. Promotion Mix
II. History of Advertising*
III. Integration of Marketing Communication (IMC)
A. Start with the customer
B. Use any form of relevant contact
C. Achieve synergy
D. Build relationships
E. Affect behavior
IV. Changes in Marketing Communication Practices
A. Reduced mass media use
B. Increased "rifle" approaches
C. Greater demands on marketing communication firms
D. Greater efforts to measure cost/benefit
Chapter One Discussion Questions: 1, 3, 6