广告与IMC原理第一讲.pptVIP

Basic Concepts About IMC Outline IMC Concept and Process Why Is Integration So Important? Three Players in the Golden Triangle What Does “Brand” Mean? How Are Brands Created? Brands are often represented by logos Maintaining Relationships Is Critical Relative Importance of Different Stakeholder Groups What Is Brand Equity and How Is It Created? How Does Communication Work? How Brand Communication Works Brand-Customer Touch Points Brand Touch Points IMC Planning Starts at Zero What Are the 6 Steps in the Process? Insight: The 4 Cs Why is Internal Marketing Important? Why is Internal Marketing Important? The Foundation: A Database Database Benefits Database Marketing vs. Direct Response Marketing Databases Capture Organization Learning 6 Questions To Ask About The Database Consumers Are More Receptive If: Using Databases * For use only with Duncan texts. ? 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin For use only with Duncan texts. ? 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin What is IMC and why it is so important? Who are the IMC partners? Stakeholders and brand relationship. How does brand communication work? What are brand-customer touch points? What are the 6 steps in the process? Why is internal marketing important? What is the role of database in marketing communication? IMC Concept: A process for managing the brand messages that impact customer relationships … and create a synergy effect like: …they reinforce each other… When brand messages are integrated… When brand messages are integrated… …they reinforce each other… Integration Synergy = 2 2 5 + = Differentiates a Product From Its Competitors Makes a Promise to Consumers Makes a Promise to Consumers Differentiates a Product From Its Competitors What a Brand Does Serves As the Driving, Unifying Force Directing All Functional Areas, Including IMC Determining the Desired Brand Position Developing Brand Identification Developing Brand Identification Determining the Desired Brand Position 3