Promoting Your Brand to Consumers

Have you ever experienced one of those days when you hear a brand name and then start noticing that brand name at every turn? You hear a contest promotion on the radio, get a coupon in a magazine, see a commercial on the television, or notice a celebrity endorsement on a billboard. It's as if, suddenly, someone flipped a switch and that brand name appeared out of thin air. What do you call that phenomenon? Integrated marketing communication: the act of generating awareness for your product or company through the use of multiple forms of media.However, there are over 220 forms of media. Which is right for you and your company's brand? How do you determine this? This course begins with the primary tools of the trade: advertising, personal selling, public relations, and promotions. Your next step is utilizing specialized marketing tools like co-branding, ingredient branding, sponsorship, and licensing. And finally, you learn how to devise a communication program that best fits your brand and creates awareness.By the end of the course, you will implement an integrated marketing communication plan designed to rally maximum awareness for your brand.

This course is for brand managers and marketing personnel who wish to implement strategies to conceive, build, and execute a successful integrated marketing communication program for their organization's brand identity.