Adman lecture 1
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Intro lecture
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Adman lecture 1
- 1. Advertising Management Opening Lecture
- 11. Levels of Relationship Intensity Aware of brand Identify with brand Feel connected with brand Belong to brand community Brand advocates 0% 100% High intensity (some are cult brands)
- 13. Functional Areas of IMC Customer Service Events & Sponsorships Publicity (Public Relations) Sales Promotion Advertising Direct Marketing Packaging Personal Selling Events & Sponsorships Publicity (Public Relations) Sales Promotion Advertising Direct Marketing Packaging Personal Selling Functions
- 23. IMC BRAND MESSAGES Communicated by advertising, sales promotion, direct response, packaging, etc. ONE AND TWO-WAY MEDIA Radio, Print, TV, events, sponsorships, mail, phone, internet, packaging. Etc. CUSTOMERS’ BRAND EXPERIENCE Evaluating and Planning WEAK BRAND RELATIONSHIPS Lose customers, sales and brand equity STRONG BRAND RELATIONSHIPS Increased sales, customers and brand equity
- 25. Traditional IMC Media Mail Newspapers Magazines Television Radio Internet Outdoor Mail Internet Outdoor Magazines Newspapers Radio Television Telephone Media
- 26. What is the role of IMC in the marketing process? Marketing & Promotions Process Model
- 27. The End Thanks