MGMA01H3 Lecture Notes - Lecture 9: Integrated Marketing Communications, Brand Equity, Promotional Mix
Document Summary
Integrated marketing communications: traditional: having separate departments in the company deal with specific areas of expertise. Imc: creating a consistent message towards customers and the use of promotional mix is strategically integrated. Channel partners must be on the same side as the company for effective marketing. If it is too frequent, the product loses appeal as consumer finds the ad wearing them out. Some ways to time the ad is by continuous schedule, flighting schedule, or pulse schedule. Another issue is selecting the right mix of media for promotion. However, a company may hit the saturation point if the too much is spent on promotion and the target market for the produ(cid:272)t is(cid:374)(cid:859)t (cid:271)ig e(cid:374)ough: campaign evaluation. Advertising appeals: affective: through emotions, some positive affects are using humour, excitement, or warmth. Sex appeals works when its muted and relates to product. Some negative affects use fear or guilt; a little bit of fear works better to induce new behaviour.
