Bangor Transfer Abroad Programme Introduction to Marketing Marketing Communication

Introduction to Marketing Bangor Transfer Abroad Programme Integrated Marketing CommunicationsIntegrated Marketing CommunicationsDesign and managementof all communicationsaround core values and identityIntegrated Marketing CommunicationsIntegrated Marketing CommunicationsDesign and managementof all communicationsaround core values and identity

Introduction to Marketing MKTG-211 / 212 THE MARKETING CYCLE BUSINESSCUSTOMER DELIVER VALUES COMMUNICATE VALUES CREATE VALUES U U NDERSTAND CUSTOMERS EXCHANGE

Introduction to Marketing Bangor Transfer Abroad Programme Purposes of Marketing Communication Persuade Action

Bangor Transfer Abroad Programme Introduction to Marketing Basic Communications System SENDER RECEIVER MessageChannel Feedback NOISE

Bangor Transfer Abroad Programme Introduction to Marketing Mktg – 211/212 Spring 2011 Integrated Marketing Communications Aim is to inform, persuade and prompt action Customer is starting point for design and delivery All “Touchpoints” have potential communications impact All communications deliver a consistent message

Bangor Transfer Abroad Programme Introduction to Marketing Integrated Brand Communications “ IBC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IBC is to influence or directly affect the behaviour of the selected communications audience. IBC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages.” (Shimp, 2000,)

Bangor Transfer Abroad Programme Introduction to Marketing Marketing Communications Management Strategy, Values and Identity Target Customer Groups Product/Brand Identity MessageMediaMoney Control and Impact Evaluation

Bangor Transfer Abroad Programme Introduction to Marketing The outward expression of the brand, includes : - its name - visual appearance. Brand identity is its fundamental means of: -consumer recognition -symbolizes the brand's differentiation from competitors. Brand Identity

Bangor Transfer Abroad Programme Introduction to Marketing Brand Image The customer's “take“ on the brand. For users - this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations For non-users - it is based almost entirely upon uninformed impressions, attitudes and beliefs.

Bangor Transfer Abroad Programme Introduction to Marketing Brand Personality The attribution of human personality traits (e.g seriousness, warmth, imagination) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising, packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, and through the people who represent the brand - its employees.

Introduction to Marketing Bangor Transfer Abroad Programme Mktg – 211/212 Spring 2011 Touchpoints… … any contact /potential contact between the business/ product/ brand and the customer that has the potential to communicate message to customer

Bangor Transfer Abroad Programme Introduction to Marketing Not Just Consumers 不只是消費者會去買，企業也會買

Bangor Transfer Abroad Programme Introduction to Marketing Results 結果

Bangor Transfer Abroad Programme Introduction to Marketing The Communications Mix Personal sellingPersonal selling AdvertisingAdvertising Sales promotionSales promotion SponsorshipSponsorship Public relationsPublic relations Point of purchase mediaPoint of purchase media ExhibitionsExhibitions E-marketing etc….E-marketing etc…. TOUCHPOINTS!!

Introduction to Marketing Bangor Transfer Abroad Programme Message 3 Variables: Code Appeal Appeal Execution Execution

Introduction to Marketing Bangor Transfer Abroad Programme Code Symbols used to convey meaning - Text - Signs - Graphics - Symbols…etc

Introduction to Marketing Bangor Transfer Abroad Programme Meanings are the result of Communications with Customers Appeals – what we say Product Feature Customer Benefit Company Values Generally: The more Customer Value is emphasised the more persuasive our message

Introduction to Marketing Bangor Transfer Abroad Programme Execution – how we say it Styles range from: Straight Facts to Stories Generally: Execution should support and create additional value

Bangor Transfer Abroad Programme Introduction to Marketing Setting Budgets Complicated by difficulty in measuring effects Range of Methods for setting Objective and Task – most managerial approach

Bangor Transfer Abroad Programme Introduction to Marketing Control and Evaluation CONTROL: Systems to ensure plans actually implemented Measure against plans EVALUATION: Systems to measure performance of communications Measure against Objectives