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DigitalImagePowerPointtopany:Chapter8
Integratedservicesmarketingcommunications
Learningobjectives8.1Articulatetheimportanceofintegratingmarketingcommunicationstodeliveringastrongbrandidentity8.2Describethechallengesofservicecommunications8.3Describethe5Ws(who,what,how,where,when),ofmarketingcommunicationsplanning8.4Explaintheroleofthemarketingcommunicationsmix(includingInternet,cellularandothernewelectronicmedia)inservicemarketingcommunications
Introduction Integratingmarketingcommunications(IMC)tiestogetherandreinforcesallcommunicationstodeliveraclear,strongbrandidentity.
Mostprofessionalsportsbrandsnowmakeextensiveuseofsocialmediatocommunicatewithfansandotherstakeholders?StGeorgeIllawarraDragons
BankofQueenslandLimitedBankofQueenslandpromotesthevalueaddedbyitsprofessional,customer-centricfrontlineemployees
?EmiratesFrontlineserviceemployeesarethefaceofthebrand
?ArnoMassee/SciencePhotoLibraryShouldiceHospitalspecialisesexclusivelyinherniarepair
CourtesyofVietnamAirlinesCorp.VietnamAirlinesusesagoldenlotusmetaphorforthetranquilityandpeacefulnessofthecountrytorepositionitsbrand
?InstituteofCharteredAccountantsAustraliaICAAusestravelasametaphortopromoteskillsdevelopmentandcareerprogressiontofinanceprofessionals
ingthechallengesofintangibilitycont.Maybedifficulttocommunicateservicebenefitstocustomers,especiallywhenintangibleIntangibilitycreatesfourproblems:AbstractnessNoone-to-onecorrespondencewithphysicalobjectsGeneralityItemsthatcompriseaclassofobjects,persons,oreventsNonsearchabilityCannotbesearchedorinspectedbeforepurchaseMentalimpalpabilityCustomersfindithardtograspbenefitsofcomplex,multidimensionalnewofferings
ingthechallengesofintangibilityTangiblecuesUsemetaphorsFeatureserviceemployees
ingthechallengesofmanagingpromi
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