Promoting Your Brand to Consumers

Overview/Description
 Have you ever experienced one of those days when you hear a brand name and then start noticing that brand name at every turn? You hear a contest promotion on the radio, get a coupon in a magazine, see a commercial on the television, or notice a celebrity endorsement on a billboard. It's as if, suddenly, someone flipped a switch and that brand name appeared out of thin air. What do you call that phenomenon? Integrated marketing communication: the act of generating awareness for your product or company through the use of multiple forms of media. However, there are over 220 forms of media. Which is right for you and your company's brand? How do you determine this? This course begins with the primary tools of the trade: advertising, personal selling, public relations, and promotions. Your next step is utilizing specialized marketing tools like co-branding, ingredient branding, sponsorship, and licensing. And finally, you learn how to devise a communication program that best fits your brand and creates awareness. By the end of the course, you will implement an integrated marketing communication plan designed to rally maximum awareness for your brand.

Target Audience
 This course is for brand managers and marketing personnel who wish to implement strategies to conceive, build, and execute a successful integrated marketing communication program for their organization's brand identity.

Expected Duration
3.0 hours

Lesson Objectives:

Primary Marketing Tools for Generating Awareness

  • recognize the benefits of using traditional types of tools for generating brand awareness.
  • match the media to the advantages they represent.
  • sequence the events in a hypothetical personal selling situation according to the five steps of the personal selling process.
  • associate an organization's public relation's activities to the components of an effective public relations plan that they best represent.
  • determine a marketing strategy that best meets the marketing objectives in a given scenario.

    • Specialized Marketing Tools for Generating Awareness

  • recognize the benefits of using specialized marketing tools for generating brand awareness.
  • identify the characteristics that make a brand suitable for licensing opportunities.
  • match the types of sponsorship to the advantages they represent.
  • evaluate the co-branding strategy followed by two companies to recommend how to improve its effectiveness in a given scenario.

    • Reaching Consumers with an IMC Plan

  • recognize the benefits of using an effective Integrated Marketing Communications plan.
  • match the definition to the stages in the information storage process.
  • match consumer purchasing behaviors to the decision-making model they best demonstrate.
  • match integrated marketing communication plans of organizations with components from each IMC plan.
  • evaluate an Integrated Marketing Communication (IMC) strategy in an objective-specific marketing scenario to recommend how to improve its effectiveness.

    • Course Number: MKT0214