Professional Documents
Culture Documents
Session 1 & 2 Slides Shared
Session 1 & 2 Slides Shared
1&2
BEST IDEAS COME AS A JOKE. MAKE YOUR THINKING AS
FUNNY AS POSSIBLE – DAVID OGILVY
INTEGRATED MARKETING
COMMUNICATION
“ .. Is the coordination and integration of all the marketing tools, avenues, and
sources in a company into a seamless program designed to maximize the impact on
customers and other stakeholder” (Clow & Baack, 6e)
Brand Value
Proposition
Brand
Brand Experience
Identifiers/Elements
TOOLS OF BRAND MANAGEMENT
• Brand Image – the impression in the consumers mind of the brands and its
total personality
• Depicting feelings of warmth, nostalgia, energy, fear etc. and associating those
feeling with the brand or use experience
DAGMAR (DEFINING ADVERTISING GOALS
FOR MEASURED ADVERTISING RESULTS)
APPROACH - ADVERTISING GOAL
“persuade 400000 homemakers to visit 10000 retails stores in four weeks and generate 40 trials
per store”
ADVERTISING THEORIES
1. How advertising works in different
situations ?
Aware
Cognitive
Comprehension and Image
Affective Attitude
Conative Action
Aware
Action
Attitude
ELABORATION LIKELIHOOD MODEL
Conscious &
deliberate
No active thinking
information
processing
Peripheral Route
Central Route
MERE EXPOSURE EFFECT: EXPOSURE,
FAMILIARITY
– Repeated advertising (in some situations) will lead to preference, top of the
mind recall, trustworthiness and feeling of safety
– Brand is preferred because they are familiar (not because they are better)
– Product attributes
– Consumer benefits
– Executional framework
– Personal values
MEANS-END CHAIN
Product
Attributes Executional Framework
Leverage
Point
Consumer
Benefits
Personal
Value
Means-End Chain for Milk