Professional Documents
Culture Documents
Integrating Marketing Communications To Build Brand Equity
Integrating Marketing Communications To Build Brand Equity
Promotion
Change the behavior of the trade so that they carry the brand and actively
support it
Change the behavior of consumers so that they buy a brand for the first
time, buy more of the brand, or buy the brand earlier or more often
Consumer promotion
Trade promotions
Online Marketing Communications
Web Sites
Online Ads and Videos
Social Media
Putting It All Together
Paid media is all the various forms of more traditional advertising
media described above, including TV and print.
Owned media are those media channels the brand controls to some
extentWeb sites, e-mails, social media, etc.
Earned media are when consumers themselves communicate about
the brand via social media, word-of-mouth, etc.
Events and Experiences
Event Marketing and Sponsorship
Rationale
To identify with a particular target market or lifestyle
To increase awareness of the company or product name
To create or reinforce consumer perceptions of key brand image
associations
To enhance corporate image dimensions
To create experiences and evoke feelings
To express commitment to the communities or social issues
To entertain key clients or reward key employees
To permit merchandising or promotional opportunities
Choosing Sponsorship Opportunities
Designing Sponsorship Program
MNH, MKT427, CH-06-4th 2
Commonality
Complementar
ity
Conformability
Cost