ADV 3008 Lecture Notes - Lecture 1: Brand Equity, Lester Wunderman, Wunderman
21 Mar 2016
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Document Summary
Chapter 1: advertising and imc today: part one: advertising perspectives. Advertising pros notice the work of others, and pay extra attention when ads are inspired and effective. Companies less advertising-centric and more imc-centric, shifted focus from an exclusive concern with sales to one that embraces building relationships with consumers. This shift has important implications for brand messages. Relationship marketing creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value. Customer relationship key strategic resource of the successful. Company"s first market should always be its current customers increasing retention and optimizing lifetime customer value. Refers to a concept and process; draws on management skill at strategic planning places greater emphasis on audiences, channels, results; represents broadened view of brand promotion. Concept and process of strategically managing audience-focused, channel-centered, results-driven brand communication programs over time.
