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BRANDING BENEFITS
Breadth Developing Marketing Programs Product Price Distribution channels Communications Tangible and intangible benefits Value perceptions Integratepush and pull Mix and match options
Purchase Consumption
Strong Leverage of Secondary Associations Company Country of origin Channel of distribution Other brands Endorsor Event Favorable Awareness Meaningfulness Transferability
Unique
Role of IMC
Establishing the brand in memory and Linking it with strong, favorable, and unique associations It informs, persuades, incants, and reminds consumers directly or indirectly Establishes a dialogue and evokes a response Builds relationships with consumers.
how and why a product is used (needs met) by what kinds of people (user imagery) and where and when it is consumed, purchased (use occassions)
who makes the product and what the company and brand stand for
People , Places , Events, Brands , Experiences, Feelings, Things
The manner in which brand associations are formed does not matter The resulting strength, favorability, and uniqueness matters
How well does a campaign create awareness, maintain and strengthen brand associations?
Does sponsorship allow for more favorable brand judgments and feelings? Does the promotion encourage one to buy more of the product? At what price premium?
1. What is the current brand knowledge? Have you created a mental map? 2. What is your desired brand knowledge? Have you defined optimal POPs and PODs and brand values? 3. How does the current communication option help the brand get from the current to the desired knowledge with consumers?
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Exposure must see / hear (did media plan miss the mark?) Attention must notice (boring creative?) Comprehension understand the intended message (is lack / extent of category knowledge, awareness and familiarity with brand considered?) Yielding respond favorably (irrelevant / unconvincing claims?) Intensions plan to act in desired manner (lack immediate perceived need?) Behavior actually act in a desired manner (failure to recall ad when faced with brand?)
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Right consumer is Exposed to the right message at the right place at the right time Ad must cause consumers to notice and attend to the ad and not get distracted Ad should properly reflect the consumers level of understanding about product and brand Ad correctly positions the brand in terms of desirable POPs and PODs Ad must motivate consumer to consider purchase Ad creates strong brand associations to all of those stored communication effects when consumers are considering purchase
Evaluate all possible communication options available to create knowledge structures according to their effectiveness criteria, as well as cost considerations.
Different communication options have different strengths , can accomplish different objectives. Advertising is a central element of Mar. Com. But it is not the only or most important element for building BE
Media Advertising (TV, radio, newspapers, magazines) Direct Response Advertising Interactive (on-line) Advertising & Web Sites Outdoor Advertising (billboards, posters, cinema) Point-of-Purchase Advertising Trade Promotions Consumer Promotions Sponsorship of Event Marketing Publicity or Public Relations
Communication objectives Target markets Positioning alternatives Informational (product related attributes and benefits) Transformational (non-product related benefits) Attract attention (particularly in low-involvement consumer processing) using devices like babies, celebrities, sex appeal
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Is the message clear at a glance? Is the benefit in the headline? Does the illustration support the headline? Does the first line of the copy support or explain the headline and illustration? Is the ad easy to read and follow? Is the product easily identified? Is the brand or sponsor clearly identified?
Failure to distinguish ad Positioning (what you say) from ad creative (how you say it) Improperly Positioned Mistaken assumptions about consumer knowledge Failure to break through the clutter Distracting, overpowering creative in ads
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Under-branded ads Failure to use supporting media Changing campaigns too frequently Substituting ad frequency for ad quality
Ad Campaign Considerations
Campaigns make brands (not single ads) and should be Creative and develop creative themes
But avoid slavishly sticking to executional formulas Multiple voices different media Multiple notes different executions
Reflect fresh consumer insights and compelling brand truths Conduct ad research
Keep it simple Simple messages spread across social networks more easily. Tell us whats new The message must be relevant and newsworthy for people to want to tell others about it. Dont make claims you cant support Making false claims will kill buzz or, worse, lead to negative buzz. Ask your customers to articulate whats special about your product or service If customers can explain why they like the product or service, they can then communicate this to others. Start measuring buzz This can help determine which strategies generate the most buzz. Listen to the buzz Monitoring consumer reaction can yield insights such as how to improve the product or service.
To identify with a particular target market or life style attendee attitude and usage of the brand - Nike To increase awareness of the company or product name To create / reinforce consumer perceptions about key brand image associations product demonstration, users, etc. To enhance corporate image dimensions To create experiences and promote feelings To express commitment to community / to social issues To entertain key clients or entertain key employees To permit merchandising or promotional activities It can inspires sales people, attracts new customers, etc.
Success of the event cannot be controlled There can be much clutter Consumers may resent commercialization of the event Choose the appropriate event Design the optimal sponsorship program Measure the effects of sponsorship on BE
Guidelines
The marketing program that accompanies a sponsorship determines its success (2 or 3 times the amount is often spent on it) It can identify itself by banners, signs and programs Supplement such activities with samples, prizes, advertising, retail promotions and publicity
Demand-side method brand knowledge structures generated by exposure to event Surveys to check awareness, attitude and sales
After the event recall of event sponsor as well as attitude and intentions towards the sponsor
Media Advertising (TV, radio, newspaper, magazines) Trade Journal Advertising Interactive (on-line) Advertising & Web Sites Directories Direct Mail Brochures & Sales Literature Audio-Visual Presentation Tapes Giveaways Sponsorship or Event Marketing Exhibitions, Trade Shows, Conventions Publicity or Public Relations
Mix and match communication options that offer complentary advantages to build BE
Communication options, Establishing priorities and tradeoffs, Execute the final design and implementation
IMC objectives
Awareness and familiarity (are linked) Many exposure opportunities will enable Recognition Recall - calls for more elaborate processing so that strong links to product category must be established in many different ways for recall in different contexts
Contact options - consider all options for building brand knowledge structure and image
Contact is any information bearing experience that the customer has with the brand / category or its market Draw brand contact maps to identify contact points
brand life cycle, business and communication objectives budget of the firm, product characteristics, media strategy of competitors,
no channel support, change in message strategy, hard to reach segment, differentiated products, non-homogeneous needs, frequent purchases in small quantities
Coverage - what proportion of target audience is reached by each communication option employed, and how much overlap exists among the options Since there is overlap, the communication program should be designed optimally taking into account that there is already some communication effect in memory
A communication option may reinforce the existing brand association and strengthen linkages Or address other associations and linkages that are not the focus of other communication options If no overlap exist the program must take this into consideration
Communication Option C
Note: Circles represent the market segments reached by various communication options. Shaded portions represent areas of overlap in communication options.
IMC should be coordinated to deliver a consistent and cohesive brand image in which brand associations share content and meaning
Information that is consistent in meaning (unlike unrelated information) is easier to learn and recall associations, and to evoke responses But unexpectedness of inconsistent information can lead to more elaborate processing and stronger associations than information that is consistent in meaning. But it can also lead to a diffused and confused image and create less favorable associations
Easier for additional associations and responses to be linked to brand memory Multiple communication options allows coding to happen in slightly different contexts and ways, creating multiple retrieval routes, which enhances recall encoding variability principle Excutional consistency across communication options (through non-product related information) serves as a retrieval cue for other communication effects - symbols More abstract the association the more it can be reinforced in different ways across heterogeneous options contemporary rather than rich chocolate taste
Different associations can be emphasized through options that are best suited to elicit a particular response or establish a particular type of association The options should be mutually compensatory and reinforced to create the knowledge structure Advertising, Sales Promotion, Event
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Objectives of the IMC program (short term / long term) Objectives of marketing program in general
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Commonality and complementarity (inversely related) The more the various options emphasize the same brand attributes, the ability of various options to emphasize other attributes and benefits is lower Versatility and complementarity (inversely related) The more the communication options emphasize complementarity, the less critical the versatility of any communication options (any one option need not appeal to different consumers.) Commonality and versatility (no obvious relationship) an adequately abstract message can be communicated through multiple options
Concentration amount of communication they will receive Continuity distribution of exposures (how massed or diffused
Keller Bes
Be analytical: Use frameworks of consumer behavior and managerial decision-making to develop wellreasoned communication programs Be curious: Fully understand consumers by using all forms of research and always be thinking of how you can create added value for consumers Be single-minded: Focus message on well-defined target markets (less can be more) Be integrative: reinforce your message through consistency and cuing across all communications
Keller Bes
Be creative: State your message in a unique fashion; use alternative promotions and media to create favorable, strong, and unique brand associations Be observant: Monitor competition, customers, channel members, and employees through tracking studies Be realistic: Understand the complexities involved in marketing communications Be patient: Take a long-term view of communication effectiveness to build and manage brand equity