1. Marketing Management MBA CP 205

2. Developing and Managing Marketing Communications

7. Integrated Marketing Communications to build Brand Equity Developing & Managing Marketing Communications

10. Field of Experience Receiver’s field Sender’s field Developing & Managing Marketing Communications

11. Elements in the Communications Process Sender Encoding Media Decoding Receiver Noise Message Feedback Response Developing & Managing Marketing Communications

14. Micro-Models: Response Hierarchy models Developing & Managing Marketing Communications

18. Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC Developing & Managing Marketing Communications

20. Familiarity – Favorability Analysis Developing & Managing Marketing Communications

21. Communication Objectives Category Need Brand Awareness Brand Attitude Purchase Intention Developing & Managing Marketing Communications

28. The Importance of Tag lines Developing & Managing Marketing Communications ‘ Fill it, Shut it, Forget it’ Our motor bike is fuel efficient ‘ Utterly Butterly delicious’ Our butter is tasty and fun to eat ‘ Neighbor’s envy; Owner’s pride’ It is prestigious to own our brand of TV ‘ More car per car’ Our car is more spacious Ad Tagline Brand Theme

39. One of a series of Tiger woods ads that are part of the Accenture re-branding campaign Developing & Managing Marketing Communications