Lecture 6 Brand Management

Brand Management Lecture 6 PT MBA – Year 1 Trimester III

Today’s topics ,[object Object],[object Object],[object Object]

Role of Marketing Communications ,[object Object],[object Object],[object Object],[object Object],1. Current Brand Knowledge 2. Desired Brand Knowledge 3. Communication ,[object Object],[object Object],[object Object],[object Object],[object Object]

Information Processing Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Information Processing Model - Desirables ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promotion mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Characteristic of each medium ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Can only one medium, say TV serve our purpose??

Flashback Doordarshan, Humlog, Ramayan, Chitrahaar, Sunday movies, He-man, Spiderman, Samachaar AIR, Vividhbharati, Cibaca Geetmala, Bournvita Quiz contest

Need for integrated media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study – Women Horlicks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Integrated Media mix Public Relations Internet Presence Television and Print Audience

Matching communication options ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Guidelines for Integrated Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Lecture 6 Brand Management

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Lecture 6 Brand Management