Mansoura University
Faculty of commerce
Department of Business Administration
Advertising Management &Public Relations
by
Dr. Youmna Mohamed Abdelghany Youssef
Ph.D. in Business Administration,
Mansoura University and Georgia State University –U.S.A
2022
Which of the following terms best represents the
communication channel that a company uses to move its
advertising messages from sender to receiver?
[Link]
[Link]
[Link]
[Link]
Which of the following promotion tools involves
building up a positive company image and handling
unfavorable stories and events?
[Link] promotion
[Link] selling
[Link] marketing
[Link] relations
E. advertising
A(n) is _____a paid, non -personal mass
communication with a clearly identified sponsor.
[Link] promotion
[Link]
[Link] selling
[Link] relations
T/F
[Link] communication is the process by
which product information is transmitted to the
target audience.
[Link] company cannot measure the
communication results.
[Link] controls audience behavior.
A company's total marketing communications mix
consists of a specific blend of advertising, sales promotion,
public relations, personal selling, and direct-marketing
tools that the company uses to communicate customer
value and build customer relationships. Which of the
following terms best describes this set of communications
tools?
A. the product mix
B. product line filling
C. the promotion mix
D. the price mix
Note: Personal communication channels are effective
because they allow for personal addressing and
feedback.
• Some personal communication channels are
controlled directly by the company.
• For instance, company salespeople contact
business buyers.
• But other personal communications about the product may
reach buyers through channels not directly controlled by the
company. These channels might include independent
experts—consumer advocates, bloggers, and others—making
statements to buyers.
• Or they might be neighbors, friends, family members,
associates, or other consumers talking to target buyers, in
person or via social media or other interactive media. This
last channel, word-of-mouth influence, has considerable
effect in many product areas.
Promotion mix strategies
• A push strategy involves pushing the product
through marketing channels to final consumers. The
producer directs its marketing activities (primarily
personal selling and trade promotion) toward channel
members to induce them to carry the product and
promote it to final consumers.
• Using a pull strategy, the producer directs its
marketing activities (primarily advertising and
consumer promotion) toward final consumers to induce
them to buy the product.
• If the pull strategy is effective, consumers will then
demand the brand from retailers, who will in turn
demand it from the producer. Thus, under a pull
strategy, consumer demand pulls the product through
the channels.
Companies consider many factors when designing
their promotion mix strategies, including the type
of product and market
• Business-to-consumer companies usually pull more,
putting more of their funds into advertising, followed by
sales promotion, personal selling, and then public relations.
• However, business-to-business marketers tend to push
more, putting more of their funds into personal selling,
followed by sales promotion, advertising, and public
relations.
• IMC: creating synergy, better use of communication
funds, balancing the ‘push’ and ‘pull’ strategies,
Improves the company’s ability to; reach the right
consumer, at the right place, at the right time and
with the right message
IMC:
CHAPTER 2 Brand
Management
Chapter Objectives:
After reading this chapter, you should be able to answer
the following questions:
1. How does a brand’s image affect consumers, other businesses, and the company itself?
2. What are the different types of brands and brand names?
3. What are the characteristics of effective logos?
4. What elements are involved in identifying, creating, rejuvenating, or changing a brand’s
image?
5. How are brands developed, built, and sustained inorder to build brand equity and fend
off perceptions
of brand parity?
[Link] current trends affect private brands?
[Link] can packaging and labels support an IMC program domestically and in foreign
settings?
8. How are brands managed in international markets?
Components of a Corporate Image
Tangibles Intangibles
Goods and services Corporate personnel,
Ideals and beliefs and conducts of
corporate personnel
Retail outlets (sale) Environmental policies
Factories (produce) Corporate culture
Communication media: ads, promos, Country location
literature, docs…
Name/Logo Media reports
Packaging & Labeling
Employees
Corp. Image Role - consumer’s view
• Assurance of familiar products
(e.g., Coke)
• Assurance of familiar company
(e.g., Microsoft)
• Reduction of purchase research time
• Psychological reinforcement & social acceptance
Corp. Image Role-
B2B view
• Reduce feelings of risk
• Reduce search time
• Psychological reinforcement & social acceptance
Corp. Image Role –
company’s view (self-view)
• Extends +ve consumer feelings to new products
• Enables higher pricing
• Enables increased repeat buying
• Endorses +ve W.O.M.
• Attracts quality employees
• Increased financial viability as ranked by analysts
and corp. raters
Promoting Desired Image
1. Image must accurately portray firm and match with products
and services sold.
2. Easier to re-enforce or rejuvenate than it is to change well-
established
(e.g., New Coke vs. Coke Classic)
3. Difficult to “next to impossible” to develop new image
(sometimes divorce and/or new company is easier)
4. Recovering from –ve or “bad press” happens fast (overnight)
…building/rebuilding can take years!
Brand
A brand is the word, term, or phrase featured as
the name of a product, product line, or company.
Brand image
• A corporation’s brand image reflects the feelings
consumers and businesses have about the
overall organization as well as its individual
products or product lines.
Example
• An image consists of a unique set of features.
• The corporate brand image of an automobile manufacturer
such as Opel, Toyota, Ford, or General Motors is based on:
Evaluations of its vehicles; whether:
✓the company is foreign or domestic;
✓customer views of each company’s advertisements;
✓and reactions to the local dealership.
• A corporation’s image often includes consumer
assessments of company employees.
The Most Valuable Brands in the World
Brand Value
Rank Brand (Billions)
1 Apple $170.3
2 Google $120.3
3 Coca-Cola $78.4
4 Microsoft $67.7
5 IBM $65.1
6 Toyota $49.1
7 Samsung $45.3
8 General Electric $42.3
9 McDonald’s $39.8
10 Amazon $38.0
Branding –
discovering why consumers buy
a brand
• Most compelling Benefits?
• Emotions elicited/caused by
the brand?
• One-word encapsulation?
• Importance to customers?
