A campaign plan in promotion is used to
Brand communication strategy involves all these brands areas:
Integrated MArketing Communication
The Principles of IMC are 7:
Marketing
Marketing communications or Promotions is
In order to evaluate a campaign you can do
IMC is tactical and strategic consumer business centric process boosted by ICT which delivers a message throughout the coordination and sinergies of different communication tools and channels to nourish long lasting relationships with customers and stakeholders and create and mantain brand equity
instruments used by companies to communicate with its target groups and stakeholders to promote products or companies as a whole. It is the promotion part of the marketing mix
Brand awareness, identity, personality and liking, promise and preference, image and loyalty
solve a problem in a specific timeframe. It includes a variety of messages carried in different media and targeting different audiences. The parts of a campaign plan are: Situation analysys (SWOT) Key strategic campaign decisiones (Objectives, segmentations, targets, positioning, repositioning and budgeting)
___ is an activity, set of institutions and processes for creating, communicating and delivering and exchanging offerings that have value
these 3 stages: testing, monitoring and measurement. Some types of evaluations are: Development research, concurrente research, post-tetin research, diagnostic research.
Tactical and strategic business process Coordination and synergies of different communication tools and channels Clear and consistent messages Communication based on ICT Consumer based communication IMC as relationship approach Imc as a component of brand equity (product perception, brand image, brand loyalty and brand awareness
