involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed. Keywords: customer-based brand equity; brand resonance; brand building; integrated marketing communications; interactive marketing communications Introduction The marketing communications environment has changed enormously from what it was 50, 30 or perhaps
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environment in the twenty-first century is media rich. People of all ages are surrounded by media from morning until night. We hear it greet us on our alarm clocks or on the radio in our vehicles, see it on billboards outside or in magazines while waiting for the doctor, and view it using computers, playing gaming devices or when watching television. The American Academy of Pediatrics recommends that parents school going children to no more than 1 to 2 hours of quality educational television
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COMMUNICATION Max. Hours : 40 UNIT I (8 Sessions) Introduction: Defining consumer Behaviour, Reasons for Studying Consumer Behaviour, Understanding Consumer and Market Segments, Environmental Influences on Consumer Behaviour: Culture, Subcultures, Social Class, Reference Group and Family Influences, Personal Influences and Diffusions of Innovations. UNIT II (8 Sessions) Individual determinants of Consumer Behaviour, Motivation, Personality and Self Concept, Consumer Perception, Consumer Learning
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Table of Contents |Topic |Page No. | |Executive Summary |3 | |Introduction |4 | |History |5
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Swivel Sweeper is mostly sold through the internet and television infomercials that state facts and claims about the sweeper product. I have focused on the internet form of infomercial rather than the televised commercial. I have modeled the sample persuasive message from the website to express the primary attributes of this form of ecommerce (Swivel Sweeper, 2010). The following is the message: “Filthy floors getting you down? Are you slaving and washing away only to find that the floor still
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encompassing many aspects of life for many individuals. It is a form of mass communication that speaks directly to society as a cultural form", and often reflects a collection and pattern of personal experiences. Hip-hop or rap, an art form and culture nearly thirty years old originating from The Bronx, New York, has provided a forum for Black and Latino youth to express their respective cultures and speak on a number of issues. Today, Hip-hop is a global phenomenon that appeals to almost all ethnicities
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FACULTY OF MUSIC, SOCIAL SCIENCES, AND DESIGN January-April 2011 Subject name: Mass Communication Research Subject code: SM 312 Lecturers: Kenneth Teo Student ID: 1000922384 Topic : Benefits of learning intercultural communication to university student. Chapter 1 Introduction Background of the Study Anthropologist Edward T. Hall is the founder of intercultural communication
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Chapter 1 : Introduction To Marketing Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is the key factor
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projects, crafting them into their best forms and making critical judgements along the way.” Bringing creativity and literacy together can be a powerful tool in teaching. It allows children to be active in literacy, from acting out plays through characters that they’ve made themselves or through making props. It allows children to explore their imaginations. Getting involved in a story re-enforces the learning and can also teach practical skills, for example, working with templates or basic sewing
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REVIEW STRUCTURE OF THE CHAPTER The chapter opens with a brief description of the main forms which marketing communications take. A framework for developing marketing communication strategies is presented and much of the remainder of the chapter is structured around this framework. The framework depicts the marketing communications programme as a sub-component of the overall marketing strategy in social media communication. It shows the sequence of decisions to be made in designing a promotional
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