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Creative Advertising Strategy

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Mountain Dew. Brand's Core Meaning. FUN, EXHILARATION, ENERGY. Tagline. Do the Dew. 8. Five Key Features of IMC. Start with the Customer 'Outside-In' approach ... – PowerPoint PPT presentation

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Title: Creative Advertising Strategy


1
Chapter One
Overview of Integrated Marketing Communications
? 2007 Thomson South-Western
2
Elements of Marketing Communications
3
Marketing Communications at the Brand Level
A well-known and respected brand is an invaluable
asset
This is the key means for differentiating one
companys offering from anothers
A successful brand can create barriers to entry
for competitors
Brand
4
Tools of MarcomAdditional Resource Marcom Matrix
5
Integrated Marketing Communications (IMC)
  • The philosophy and practice of carefully
    coordinating a brands sundry marketing
    communication elements.

6
The Meaning of Synergy
  • The payoff from IMC is that brand managers
    achieve
  • The integration of multiple communication tools
    and media yield more positive communication
    results than the tools used individually

7
The MCT (Keller Kevin Lane (2001), Mastering
the Marketing Communications Mix Micro Macro
Perspectives on IMC Programs, Journal of
Marketing Management, 17, 823-851
  • Three Actors in a Situation
  • The three actors determine
  • INTERACTION EFFECTS

8
Mountain Dew
  • Brands Core Meaning
  • FUN, EXHILARATION, ENERGY
  • Tagline
  • Do the Dew

9
Five Key Features of IMC
  • Start with the Customer
  • Outside-In approach ?
  • Inside- Out approach ?

10
Five Key Features of IMC
  • 2. Use any form of relevant contact

11
Five Key Features of IMC
  • 3. Achieve synergy (speak with a single voice)

12
Five Key Features of IMC
  • 4. Build relationships.
  • Aim to increase share of wallet

13
Five Key Features of IMC
  • Affect behavior
  • Survey by Whole foods
  • Affect behavior?

14
A Concluding Mantra All Marketing Communications
Should Be
Directed To A Particular Target Market
Clearly Positioned
Created To Achieve a Specific Objective
Undertaken To Accomplish The Objective Within
Budget Constraint
15
MarCom Outcomes
Outcomes
Enhancing Brand Equity
Affecting Behavior
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