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Chapter 1
Integrated marketing communications
and brand equity enhancement
Learning objectives
After studying this chapter, you should be able to
understand and explain:
the nature of marketing communications
Advertising
Marketing
communication Point-of-purchase
Sponsorship
elements communications
Sales promotion
Integrated marketing
communications (IMC)
Synergy works to ensure
The concept relies on
that all marketing
delivering the marketing
communications are
message to all relevant
coordinated and
stakeholders.
consistent.
A process determines
the types of messages
and media channels that
will best reach the
chosen market segment.
Integrated marketing
communications (IMC)
A strategic process aimed at enhancing brand equity by:
providing a consistent message
targeting a group of consumers
creating unique mental associations
optimising long-term value of the brand.
Key features of IMC
Positioning Targeting
Setting
Budgeting
objectives
Positioning and targeting
A brands position is directly related to the target segment.
The position represents the brands meaning and shows
off its uniqueness.
Targeting offers a cost-effective approach to
communications.
Positioning and targeting encompass demographics,
values and lifestyles.
Setting objectives and budgeting
Communication decisions reflect the brands goals.
Objective Budget
(What to (How much to
accomplish) spend)
Marketing communication
implementation decisions
Evaluate
program
Establish
the brand
Select media
outlets
Create the
messages
Select the mix of
communication
elements
Program evaluation
Measure campaign results against marketing objectives.
Brand equity
(Two dimensions form brand knowledge.)
Two dimensions of brand
knowledge
Brand awareness Brand image
To recall
Brand recall
Ultimately move to
top-of-mind awareness
(TOMA) Brand recognition
Unaware of brand
Source: Reprinted with the permission of The Free Press, a Division of Simon & Schuster Adult Publishing Group, from Managing Brand
Equity: Capitalizing on the Value of a rand Name by David A. Aaker, Copyright 1991 by David A. Aaker. All rights reserved
Brand image
The associations (specific thoughts and feelings)
about a particular brand
Stored in memory
Recollections of experiences
Conceptualised as:
type
favourability
strength
uniqueness
Customer-based brand equity
framework
Enhancing brand equity
Favourable brands do not emerge automatically.
Ingredient branding
perceived quality
intention.