Module 10-Integrating Marketing Communications To Build Brand Equity
Module 10-Integrating Marketing Communications To Build Brand Equity
Module 10-Integrating Marketing Communications To Build Brand Equity
Chapter 6
Integrating Marketing
Communications to Build
Brand Equity
Copyright
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2013, Inc.
2008 Pearson
Publishing Education,
as Prentice Hall. Inc. All Rights Reserved
Learning Objectives
Describe some of the changes in the new media
environment
Outline the major marketing communication options
Describe some of the key tactical issues in
evaluating different communication options
Identify the choice criteria in developing an
integrated marketing communication program
Explain the rationale for mixing and matching
communication options
https://lenachenmkt.wordpress.com/2016/07/10/a-13m-magnum-campaign-release-your-beast/
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Activity 1: Marketing Communication Effectiveness
www.bestadsontv.com
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Advertising
Any paid form of non-personal presentation and
promotion of ideas, goods, or services by an
identified sponsor
Powerful means of creating strong, favorable, and
unique brand associations and eliciting positive
judgments and feelings
It is controversial because specific effects are
difficult to quantify and predict
Rationale
Guidelines Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
Mobile Marketing
Product advertising on various mobile platforms
https://www.youtube.com/watch?v=6k_G_h41ZaQ
Google Ad Sense:
https://www.quicksprout.com/how-to-add-adsense-to-your-website/
https://www.youtube.com/watch?v=nd5Lxt8cAWs