MARK 453- Final Exam Guide - Comprehensive Notes for the exam ( 28 pages long!)

• School: Concordia University
• Department: Marketing
• Course: MARK 453
• Professor: Caroline Roux

Document Summary

Traditional marketing communications: focused mainly on advertising, division of labor. Integrated marketing communications: uses multiple communication channels, unified strategy. Consumers: tune out, actively avoid , forward, skip, block. Need to: grab attention, reach consumers through different channels, convey a clear and consistent message across platforms. Trends: accountability & measurable results, digital media. Integration of media platforms: shift in channel power. Why does brand image matter: summarizes what the company stands for, made of tangible and intangible elements, co(cid:374)su(cid:373)ers" (cid:271)eliefs > firms" beliefs, negative perceptions > positive. Firm: brand extensions, price premium, consumer loyalty, positive wom, corporate equity. > how do you (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)ate a (cid:271)ra(cid:374)d"s positio(cid:374)i(cid:374)g? (not textbook) Irish spring is the brand of soap for the active young men who wants to smell fresh and clean after a strenuous workout, because it provides the best odor protection. Challenges: consumers can perceive or create a different brand image, competitors can try to change the brand image.