Complex,VariedMarketingActivityComprehensive,RobustMarketingMeasuresDetailed,RichMarketingModelsMARKETING PLANNING PROCESS
2
Role of Integrated MarketingCommunications
Marketing communications
are the voice of the brand and are a meansby which it can establish a dialogue and buildrelationships with consumers. allow marketers to inform, persuade, incent,and remind consumers directly or indirectly can contribute to brand equity by establishingthe brand in memory and linking strong,favorable, and unique associations to it.
3
Role of Integrated MarketingCommunications (Cont.)
Consumers can be told or shown how and why aproduct is used, by what kind of person, and whereand when; Consumers can learn about who makes the product and what the company and brand stand for Consumers be given an incentive or reward for trial orusage Brands can be linked to other
People Places Events Brands Experiences Feelings Things
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