Integrated marketing communications for brand equity building

Based on Keller (2003), I provide the following agenda for discussion of integrated marketing communications for brand equity building:

1. A review of the the information processing model of communications
2. Marketing communication options:
• Advertising, promotion, event marketing and sponsorship, public relations and publicity, personal selling
3. Formulating an integrated marketing communication (IMC) program
• Mix and match communication options
• Using IMC choice criteria
• Follow general marketing communication guidelines (re: Figure 6-15, pg. 335 of Keller (2003).)

Try to study Keller (2003; ch. 6) in details and come up with your own examples for the various notions noted in the agenda here.



Reference
Keller, K.L. (2003) "Chapter 6: Integrating Marketing Communications to Build Brand Equity", Building, Measuring, and Managing Brand Equity, Prentice Hall.