University:
University of South Wales
Course:
N507 | Marketing
Academic year:

2023
Views:

424

Pages:

1
Author:

Maria C.

Lecture Notes: Unleashing the Power of Marketing Communication and Advertising I. Introduction Marketing communication and advertising play indispensable roles in conveying messages, nurturing brand awareness, and influencing consumer behavior. This lecture delves into the strategies, methods, and impact of effective marketing communication and advertising campaigns. II. Embracing Marketing Communication A. Definition of Advertising Communication Advertising communication is the process of planning, executing, and evaluating messages that promote products, services, or ideas to target audiences. B. Significance of Marketing Communication • Connecting with Consumers: Explore how marketing communication bridges the gap between businesses and consumers, fostering engagement. • Building Brand Identity: Understand how consistent communication helps shape and sustain a brand's identity. III. Components of Marketing Communication A. Message Creation Discuss the development of clear, relevant, and compelling messages tailored to specific audiences. B. Communication Channels Explore various channels such as advertising, publicity, direct marketing, and digital platforms. C. Integrated Marketing Communication (IMC) Understand the concept of IMC, ensuring consistent messaging across all communication channels. IV. Advertising Strategies A. Definition of Advertising Advertising is a paid form of communication aimed at promoting products, services, or brands. B. Advertising Objectives • Informative Advertising: Examine how informative ads educate consumers about new products or features. • Persuasive Advertising: Investigate how effective ads aim to influence consumer perceptions and attitudes. • Reminder Advertising: Understand how reminder ads support brand presence and maintain customer loyalty. V. Advertising Campaign Development A. Target Audience Identification Understand the characteristics and preferences of the desired audience.

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