Professional Documents
Culture Documents
Communication Mix (10) .PPT (Repaired)
Communication Mix (10) .PPT (Repaired)
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Who is our target audience? What do we need to communicate and achieve? How should we communicate this? Where should we communicate this? When do communications need to take place?
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Personal Communications
Selling
Advertising
Broadcast
Sales Promotion
Sampling
Instructional Materials
Web sites
Corporate Design
Signage
Customer service
Manuals
Interior decor
Training
Internet
Vehicles
Outdoor
Equipment
Direct mail
Prize promotions
Stationery
Media-initiated coverage
Voice mail
Uniforms
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What is Brand Equity and Why Does It Matter? (From Berry, Cultivating Brand Equity)
Definition: A set of assets and liabilities linked to a brands name and symbol that adds to (or subtracts from) the perceived value of the product Insights
Brand equity can be positive or negative Positive brand equity creates marketing advantage for
firm plus value for customer
Perceived value generates preference and loyalty Management of brand equity involves investment to
create and enhance assets, remove liabilities
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
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Marketer-controlled communications
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