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Brand & Advertising

Management
Summer 2014
Altoids
Invented in 1780.
Properly marketed 215 years later
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GEICO Milestones
1936 - GEICO is established by Leo and Lillian Goodwin.
1964 - GEICO passes the 1 million policyholder mark.
1996 - Warren Buffett purchases GEICO stock, making
GEICO a subsidiary of Berkshire Hathaway, Inc.
2000 - The beloved Gecko makes his debut in a wildly
popular GEICO ad campaign.
2002 - GEICO passes the 5 million policyholder mark.
2010 - GEICO passes the 10 million policyholder mark.
2010 - GEICO is the first insurance company to offer the
ability to purchase a policy in a mobile-friendly
format via iPhone and Android mobile devices.
2013 - GEICO passes the 12 million policyholder mark.
Today - GEICO's assets have reached $28 billion
Chick-fil-A
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Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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Video

Chick-fil-A Social Media
Official Chick-fil-A Facebook page
7.4 million Likes
Fan helps administer the page
Allows fans to interact
Announces specials, provides coupons
Promotions on Twitter
Eat Mor Chikin offline advertising

We just saw examples of two companies
GEICO and Chick-fil-A
who maintain relationship with a customer
at every touch point.
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THIS IS CALLED
Integrated Marketing
Communications
(IMC)

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Lets look at
communication process
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F I G U R E 1 .1
Communication Process
=Noise

Transmission
Device
Encoding Receiver Decoding Sender
Feedback
What is the
prerequisite
for
effective communication?
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Encoding & Decoding Depend on
a Common Frame of Reference
Over the years infomercials have promoted many products,
including the Showtime Barbecue, a food dehydrating
machine, and the world-famous Veg-O-Matic. The chief
advantage of the infomercial is that it provides plenty of
time to describe and demonstrate a products benefits in
detail. The choice of the infomercial is related mainly to
the _________ element of the communication process.

A. message channel
B. encoding
C. decoding
D. feedback
E. noise
Checking Your Knowledge
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall
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F I G U R E 1 . 2
Examples of Communication Noise
Talking on the phone during a commercial on television.
Driving while listening to the radio.
Looking at sexy model in a magazine ad and ignoring
the message and brand.
Scanning a newspaper for articles to read.
Talking to a passenger as the car passes billboards.
Scrolling past Internet ads without looking at them.
Annoyed by ads appearing on a social media site.
Ignoring tweets on Twitter because they are not
relevant.
Offended by the message on a flyer for a local business.
HOW TO CUT
THROUGH THE NOISE

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If a concept is foggy in your own mind, it
will be a complete blackout in the mind
of your listeners.
You have to know exactly what youre
trying to say.
If you cant explain it to a six year old,
you dont understand it yourself.
(Albert Einstein)
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KNOW EXACTLY WHAT YOU WANT TO SAY
Breaks through noise and grabs attention.
Question:
what will you do with it?
If your message doesnt carry the same impact as
your attention-getter,
youll lose them to noise again.
Creative communication supports and surrounds
the message you want to communicate.
For example: Humor, Drama
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CRYSTAL CLEAR CREATIVITY
A sign is not enough.
A bulletin insert is not enough.
A tweet is not enough.
A single piece of communication is
rarely enough
to accurately break through the noise and
get into someones head.

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FREQUENCY
Discover what pieces of information
are most important and hardest to
grasp.
Then repeat those bits with frequency.
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FREQUENCY
Exercise
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The more you remove from your
communications,
the more youll have room for the important
stuff.
Reducing your own noise means
you choose
what not to say more carefully than
you choose what to say.
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REDUCE YOUR OWN NOISE
Integrated Marketing Communications
coordination and integration of all marketing
communication tools, avenues and sources
within a company
into a seamless program
which maximizes the impact on consumers and
other end-users
at a minimal cost.
the IMC includes all business-to-business,
channel, customer, external communications
and internal communications.
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The Components of Promotion
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall
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F I G U R E 1 . 3
Product Price Promotion Distribution
Advertising Sales Promotions Personal Selling
Database
Marketing
Direct
Response
Marketing
Sponsorship
Marketing
E-Active
Marketing
Public
Relations
Alternative
Marketing
Social
Media
What are the Components of Promotional Mix?
Steps of a Marketing Plan
Current situational analysis
SWOT analysis
Marketing objectives
Target market
Marketing strategies
Marketing tactics
Implementation
Evaluation of performance
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F I G U R E 1 . 4
Impact of Advances in Information
Technology on IMC
Instant communications
Consumers have access to unlimited information
Consumer communication has increased
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Major advances in information and
communications technologies (ICT)

Digital storage and processing of information
(information)

Satellite and optical fiber transmission of
information (communications)
The Global Technological Revolution
Moores law
predicts the doubling of computing power
every 18 months.

Gilders law
predicts the doubling of communication power
(bandwidth) every six months.

Two Technology Laws