MKT 730 Chapter Notes - Chapter 10: Social Media Marketing, Marketing Communications, Customer Engagement
14 May 2015
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Document Summary
Most marketing communication communications can be placed in one of three broad categories according to their objectives brand image, brand-information, or brand action communications. Objective is to trigger an emotional response that builds a strong connection between the brand and the image the company wants to create among its target customers. This type of communication is at the heart of marketing for companies such as: nike, lexus, victoria" secret etc. Intended to create interest and offer information in order to achieve high recall among target customers of key product attributes that differentiate the brand. Intended to stimulate potential customers to take action, such as contacting the company, visiting the company"s website, obtaining a free sample, and trying or buying the company"s product. The explosion in digital and social media marketing has been the most significant change in marketing communications since the pre-television era.
