MKT-427: CH-06

Integrating Marketing Communications to Build Brand

Equity
THE NEW MEDIA ENVIRONMENT
Challenges in Designing Brand-Building Communications
The following six steps must occur:
1. Exposure
2. Attention
3. Comprehension
Understand the intended message
4. Yielding
Respond favorably
5. Intentions
Plan to act
6. Behavior
Actually act
The ideal ad campaign would ensure that:
1. The right consumer is exposed to the right message at the right place
and at the right time.
2. The creative strategy for the advertising causes the consumer to notice
and attend to the ad but does not distract from the intended message.
3. The ad properly reflects the consumers level of understanding about the
product and the brand.
4. The ad correctly positions the brand in terms of desirable and deliverable
points-of difference and points-of-parity.
5. The ad motivates consumers to consider purchase of the brand.
6. The ad creates strong brand associations to all these stored
communication effects so that they can have an effect when consumers are
considering making a purchase.
Role of Multiple Communications
FOUR MAJOR MARKETING COMMUNICATION OPTIONS
Advertising
- Television
- Radio
- Print
- Direct response
- Place:
Billboards and Posters
Movies, Airlines, Lounges and Other places
Product Placement
Point of Purchase
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 Promotion
Change the behavior of the trade so that they carry the brand and actively
support it
Change the behavior of consumers so that they buy a brand for the first
time, buy more of the brand, or buy the brand earlier or more often
Consumer promotion
Trade promotions
Online Marketing Communications
Web Sites
Online Ads and Videos
Social Media
Putting It All Together
Paid media is all the various forms of more traditional advertising
media described above, including TV and print.
Owned media are those media channels the brand controls to some
extentWeb sites, e-mails, social media, etc.
Earned media are when consumers themselves communicate about
the brand via social media, word-of-mouth, etc.
Events and Experiences
Event Marketing and Sponsorship
Rationale
To identify with a particular target market or lifestyle
To increase awareness of the company or product name
To create or reinforce consumer perceptions of key brand image
associations
To enhance corporate image dimensions
To create experiences and evoke feelings
To express commitment to the communities or social issues
To entertain key clients or reward key employees
To permit merchandising or promotional opportunities
Choosing Sponsorship Opportunities
Designing Sponsorship Program
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 Measuring Sponsorship Activities

Mobile Marketing
BRAND AMPLIFIERS
Public Relations and Publicity
Word-of-Mouth
DEVELOPING INTEGRATED MARKETING COMMUNICATION PROGRAMS
Criteria for IMC Programs
Coverage
Contribution

Commonality

Complementar
ity
Conformability

Cost

Proportion of the audience

Relates to the inherent ability of a marketing
communication to create the desired response and
communication effects from consumers in the absence of
exposure to any other communication option
Coordinate to create a consistent and cohesive brand
image in which brand associations share content and
meaning. Commonality relates to the extent to which
common
associations
are
reinforced
across
communication options, that is, the extent to which
information conveyed by different communication options
shares meaning.
Relates to the extent to which different associations and
linkages are emphasized across communication options
To the extent that a marketing communication option is
robust and effective for difference group of consumers.
There would seem to be two possible means of achieving
this dual communication ability:
1. Multiple information provision strategy: providing
different information within a communication option to
appeal to the different types of consumers
2. Broad information provision strategy: information that
is rich or ambiguous enough to work regardless of
prior consumer knowledge
Depends

Using IMC Choice Criteria

Evaluating Communication Options
Establishing priorities and tradeoffs
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 Commonality and complementarily will often be inversely related. The

more various marketing communication options emphasize the same brand
attribute or benefit, all else being equal, the less they can effectively
emphasize other attributes and benefits.
Conformability and complementarity will also often be inversely related.
The more a communication program accounts for differences in consumers
across communication options, the less necessary it is that any one
communication be designed to appeal to many different groups.
Commonality and conformability do not share an obvious relationship. It
may be possible, for example, to develop a sufficiently abstract message,
like Brand X is contemporary, to effectively reinforce the brand across
multiple
communication
types
including
advertising,
interactive,
sponsorship, and promotions.

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