Introduction to Marketing Communication Bangor Transfer Abroad Programme

Introduction to Marketing Communication Bangor Transfer Abroad Programme

Introduction to Marketing Integrated Marketing Communications Design and management of all communications around core values and identity Bangor Transfer Abroad Programme

Introduction to Marketing THE MARKETING CYCLE COMMUNICATE VALUES DELIVER VALUES BUSINESS CUSTOMER EXCHANGE UNDERSTAND U CUSTOMERS MKTG-211 / 212 CREATE VALUES Bangor Transfer Abroad Programme

Purposes of Marketing Communication Introduction to Marketing Persuade Action Bangor Transfer Abroad Programme

Introduction to Marketing Basic Communications System NOISE SENDER Message Channel RECEIVER Feedback Bangor Transfer Abroad Programme

Introduction to Marketing Integrated Marketing Communications • Aim is to inform, persuade and prompt action • Customer is starting point for design and delivery • All “Touchpoints” have potential communications impact • All communications deliver a consistent message Mktg – 211/212 Bangor Transfer Abroad Programme Spring 2011

Introduction to Marketing Integrated Brand Communications “ IBC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IBC is to influence or directly affect the behaviour of the selected communications audience. IBC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages. ” (Shimp, 2000, ) Bangor Transfer Abroad Programme

Introduction to Marketing Communications Management Strategy , Values and Identity Target Customer Groups Product/Brand Identity Message Media Control and Impact Evaluation Money Bangor Transfer Abroad Programme

Introduction to Marketing Brand Identity The outward expression of the brand, includes : - its name - visual appearance. Brand identity is its fundamental means of: -consumer recognition -symbolizes the brand's differentiation from competitors. Bangor Transfer Abroad Programme

Introduction to Marketing Brand Image The customer's “take“ on the brand. For users - this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations For non-users - it is based almost entirely upon uninformed impressions, attitudes and beliefs. Bangor Transfer Abroad Programme

Brand Personality Introduction to Marketing The attribution of human personality traits (e. g seriousness, warmth, imagination) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising , packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, and through the people who represent the brand - its employees. Bangor Transfer Abroad Programme

Introduction to Marketing Touchpoints… … any contact /potential contact between the business/ product/ brand the customer that has the potential to communicate message to customer Mktg – 211/212 Bangor Transfer Abroad Programme Spring 2011

Introduction to Marketing Not Just Consumers 不只是消費者會去買，企業也會買 Bangor Transfer Abroad Programme

Introduction to Marketing Results 結果 Bangor Transfer Abroad Programme

Introduction to Marketing The Communications Mix • • Personal selling Advertising Sales promotion Sponsorship Public relations Point of purchase media Exhibitions E-marketing etc…. TOUCHPOINTS!! Bangor Transfer Abroad Programme

Message Introduction to Marketing 3 Variables: • Code • Appeal • Execution Bangor Transfer Abroad Programme

Code Introduction to Marketing Symbols used to convey meaning - Text - Signs - Graphics - Symbols…etc Bangor Transfer Abroad Programme

Introduction to Marketing Meanings are the result of Communications with Customers Appeals – what we say • Product Feature • Customer Benefit • Company Values Generally: The more Customer Value is emphasised the more persuasive our message Bangor Transfer Abroad Programme

Introduction to Marketing Execution – how we say it Styles range from: Straight Facts to Generally: Execution should support and create additional value Stories Bangor Transfer Abroad Programme

Introduction to Marketing Setting Budgets • Complicated by difficulty in measuring effects • Range of Methods for setting • Objective and Task – most managerial approach Bangor Transfer Abroad Programme

Introduction to Marketing Control and Evaluation CONTROL: EVALUATION: Systems to ensure plans actually implemented Systems to measure performance of communications Measure against plans Measure against Objectives Bangor Transfer Abroad Programme