REGNRSG 105 Lecture Notes - Lecture 14: Marketing Mix, Bmw I3, Strategic Planning
Document Summary
U 12 operative planning (marketing mix): promotion: know what it means to plan advertising (strategically, know principles behind the creation process of advertising, they can decode the strategy of ads by using the copy strategy. Marketing communications are the means by which firms attempt to inform, persuade and remind consumers, directly or indirectly, about the products and brands they sell. Imc integrated marketing communications is a concept of marketing communication planning that recognizes the added value of a comprehensive plan. Imc case study red bull: so much energy, that you can fly. Brand claim: turns the functional benefit into an emotional benefit ( so much energy, that you can fly". Classical advertising: supports the emotional rb benefit ( and you are able to fly") Event-concept: rb is an organizer and sponsor of a broad variety ofextreme- sports-events. Marketing communication via classical / mass media according to the principle: penetrate and (try to) persuade.
