MKTG1203 Lecture Notes - Lecture 9: Integrated Marketing Communications, Marketing Communications, Brand Awareness
Document Summary
Identify marketing metrics used to measure imc success. Imc represents the promotion p encompassing a variety of communication disciplines: advertising, personal selling, sales promotion, public relations, direct marketing, online/social media. Communicating with consumers: transmitter encodes message, celebrity endorsers, communications channel, social media, facebook. How consumers perceive communications: receivers decode messages differently, senders adjust messages according to the medium and receiver"s traits. The aida model: brand awareness refers to a potential customer"s ability to recognise or recall that brand name, aided recall, top-of-mind awareness. The lagged effect: advertising does not always have an immediate impact, multiple exposures are often necessary. It is difficult to determine which exposure led to purchase. Advertising: most visible element of imc, extremely effective at creating awareness and generating interest, a paid form of communication delivered by a medium (e. g. ratio, tv, encourages the consumer to take action. Steps in planning and executive an ad campaign.
