Marketing Communication

I will upload to winner bid, but in general as follows… The project will be about creating your own brand with story telling. (The brand will belong only to you, so it should be a unique one ) • Each and every of you will prepare this project by considering the scope of our lecture and also positioning that Brand in Digital World too through right communication channels. • In your IMC Plan please consider the below steps as a guideline to introduce your brand and reach your potential customers. 1. Determine Target Market: Who exactly are the consumers most likely to become users of a brand? 2. Determine objectives: Establish need for category, build brand awareness, build brand attitude, influence brand purchase intention. Ex: AIDA Model 3. Design communications: o What to say? o Who should say it? o How to say it? 4. Select Channels: o Personal: Let 2 or more people communicate face to face or person to audience through phone, e-mail or social media. Ex: influencers, company salesperson, friends, neighbors, family members who talks to target buyers. o Unpersonal: Directed to more than one person and include advertising, sales, promotion, events and PR. 5. Establish budget: o Affordable Method: based on individual perceptions of affordability. o Percentage-of-Sales Method: Percentage of sales price based on desired profit. o Competitive Parity Method: Percentage of sales relative to competitor percentage of sales. o Objective-and-Task Method: Varies by cost of activities designed to achieve specific market objectives. 6. Decide on media mix: The company must allocate the budget over the seven major models of communications. I. Advertising II. Sales Promotion III. Events and Experiences IV. Public Relations and Publicity V. Direct and Interactive Marketing VI. Personal Selling VII. Wordi

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