MKTG1501 Lecture 8: Lecture 8 - Marketing Communication
MKTG1501 Lecture 8 – Marketing Communication
*The major process of Integrated marketing communication
1) Identifying the target audience
2) Determining the response sought
3) Selecting the message to be delivered
4) Selecting the suitable media
5) Selecting the message source
6) Collecting the feedback
*Six buyer-readiness states
1) Awareness: creating the awareness for your brand to unknown to known
2) Knowledge: make the consumers know what your brand is offering
3) Liking: make the consumer engage in the positive feeling that you create for
them
4) Preferences: more benefits that you are offering to your consumers, the
more they would prefer to your brand
5) Conviction: build the consumer certainty
6) Purchase: ultimately, consumers will purchase your products or services if
they convinced the benefits that your brand is offering them
*AIDA Model
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