imc tutorial 6 201213
TRANSCRIPT
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Get a pen and some paper…
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• geographic
• behavioural
age
a
b
c
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• Premium
• Cowboy
Bargain
a
b
c
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• The end user/customer
The marketing channel members
All stakeholders
a
b
c
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• A targeting strategy
• A positioning statement
An extrinsic value
a
b
c
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• Objectives
• SWOT analysis
Marketing Communications Mix
a
b
c
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• A push strategy
• A pull strategy
A profile strategy
a
b
c
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• Intrinsic and Cognitive
• Emotional and Extrinsic
Intrinsic and Extrinsic
a
b
c
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• say, spell and recall
• remember, monitor and change
write, position and retain
a
b
c
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• Brings out similar products under the brand name
• Owns a number of unrelated brands
Uses the brand name in a new product category
a
b
c
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• Bastion
• Flanker
Innovator
a
b
c
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• Push, Pull and Profile strategies are mutually exclusive
• The 3P’s should be considered as part of the total communication approach
Marketing Communication strategy is normally composed of a number of different elements
a
b
c
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?
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Does this fit with a push, pull or profile strategy? Why?
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