Evaluation & Measurement Sales & Profits Message Strategies Customer insight Creativo strategy Big creative idea MC message mix Strategic consistency Brand Perceptions, Expectations, Experiences Market share Contact Pt. Analysis Life-time Value Customer Roforrals Contact Point Strategies Intemal branding CPs MC media mix CPs Intrinsic CPs Response to customers CPs Unexpected CPs Sales, Profits, and Brand Equity

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Describe the image below.

IMC Brand Optimizer Model
Zero-Based Planning
& Objective Setting
Cross-functional Org.
SWOT analysis
Targeting
Data-driven
Evaluation &
Message Strategies
Customer insight
Creative strategy
Big creative idea
MC message mix
Strategic consistency
Measurement
Brand
Perceptions,
Expectations,
Experiences
Sales & Profits
Market share
Contact Pt. Analysis
Life-time Value
Customer Referrals
Contact Point
Strategies
Intemal branding CPs
MC media mix CPs
Intrinsic CPs
Response to customers'
CPs Unexpected CPs
Sales, Profits,
and Brand Equity
Transcribed Image Text:IMC Brand Optimizer Model Zero-Based Planning & Objective Setting Cross-functional Org. SWOT analysis Targeting Data-driven Evaluation & Message Strategies Customer insight Creative strategy Big creative idea MC message mix Strategic consistency Measurement Brand Perceptions, Expectations, Experiences Sales & Profits Market share Contact Pt. Analysis Life-time Value Customer Referrals Contact Point Strategies Intemal branding CPs MC media mix CPs Intrinsic CPs Response to customers' CPs Unexpected CPs Sales, Profits, and Brand Equity
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