MKTG 409 Lecture Notes - Lecture 8: Orange Juice, Personal Selling, Loyalty Program
21 Apr 2018
School
Department
Course
Professor
Document Summary
Integrated marketing communications (imc): coordination of marketing efforts to ensure maximum informational and persuasive impact. Emphasis on the integrated (coordinated) portion of definition. A name, term, design, symbol, or other feature that identifies the product as distinct from those of other marketers. A set of mental associations held by the consumer, which add to the perceived value of the product. Taking something that which people seemingly take for granted and explaining it to them in a way that is more fun and more clear. What does the brand stand for and how do we want customers to perceive it. Should be a long term image that won"t change over time. Although advertising will change, this persona will not change. No ad can send out a message different from brand brief. Unexpected delights make life great - brand brief. Brand is based off of good stuff. Made some missteps but trying to come back now.
