MKTG 396 Chapter Notes - Chapter 14: Brand Equity, Online Chat, Retail
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They can use the internet and other technologies to find information on their own. Others are responsible for pr, sales promotion events, internet or social networking efforts, and other forms of marketing communications. Mixed communications from these sources result in blurred brand perceptions by consumers. Integrated marketing communications (imc): carefully integrating and coordinating the (cid:272)o(cid:373)pa(cid:374)(cid:455)"s (cid:373)a(cid:374)(cid:455) (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374)s (cid:272)ha(cid:374)(cid:374)els to deli(cid:448)e(cid:396) a (cid:272)lea(cid:396), (cid:272)o(cid:374)siste(cid:374)t, a(cid:374)d (cid:272)o(cid:373)pelli(cid:374)g message about the organization and its products. Imc (above figure) calls for recognizing all touchpoints where the customer may encounter the company and its brands. There are three types of appeals: rational, emotional, and moral: ratio(cid:374)al appeals (cid:396)elate to the audie(cid:374)(cid:272)e"s self-interest. They show that the product will produce the desired benefits: emotional appeals attempt to stir up either negative or positive emotions that can motivate purchase. In designing effective marketing communications, marketers must consider colour and other seemingly unimportant details carefully: the communicator must now select the channels of communication.
