Marketing 306 Notes

Marketing communications mix:

-Advertising
-Digital communications
-point of purchase communications
-Direct marketing
-Sales promotion
-Personal selling
-Sponsorship
-Marketing public relations

IMC- The co-ordination of forms of the traditional marketing communications

mix with online marketing and social media combined eith the other aspects of
the marketing mix eg 4 ps so all elements speak with one voice.

Key features: (P.U.A.I.B)

-Profile the target market
-Use relevant media channels
-Achieve communication synergy to speak with one single voie
-influence the target markets behaviour
-Build customer relationships

Brand equity
-From the organization perspective they focus on achieveing higher market
share, increasing brand loyalty and being able to charge premium prices.
-From the consumers view: splits up into Brand awareness and brand image

Brand awareness- Pyrymid example in order, low to high: unaware of brandbrandrecognition- brand recall top of mind awareness

Brand image- The type of associations a consumer may have with a brand eg its
benefits: may be functional,symbolic or experimental.

Co-branding