Advertising Management

Lecture 2: Role of IMC in the Marketing Process

Lecture Objectives

• Recap on Brands

• Explain the Concept of IMC and its importance in building brands

• Discuss the role of IMC in the Marketing process by using a model

Marketing & Promotions Process Model

Marketing Strategy and Analysis

• Opportunity analysis• Competitive analysis• Target Marketing

– Identify markets with unfulfilled needs– Determining market segmentation– Selecting a market to target– Positioning through market strategies

• Six such strategies: positioning by product attributes, price/quality, use, product class, users, and competitor

Target Marketing Process

• Identify markets with unfulfilled needs

• Determining market segmentation

• Selecting a market to target

• Positioning through market strategies– Six such strategies: positioning by product

attributes, price/quality, use, product class, users, and competitor