chitty4e整合传播品牌资产增强.pdf

After studying this chapter, you should be able to understand and ex in:  the nature of marketing communications  the foundations of integrated marketing communications  the marketing communication process  the concept of brand equity  the rationale of co-branding and world-class brands. To understand marketing communications, we should exam he two elements that make up the concept. 1. Marketing 2. Communication Marketing is a mix of related activities that transfers the idea of ‘value’to customers through the process of exchange. Communication is the process that conveys thoughts and shared meaning between individuals, or between organisations and individuals.  Facilitate changes by targeting a group of customers.  Positions the product away from competitors to offer ‘uniqueness’.  Shares a common meaning with the target audience. Advertising Digital marketing Marketing public communications relations Marketing communication Point-of-purchase Sponsorship elements communications al Direct marketing Sales promotion Synergy works to ensure The concept relies on that all marketing delivering the marketing communications are message to all relevant coordinated and stakeholders.