Sie sind auf Seite 1von 27

Advertising Management

Opening Lecture

Lecture Objectives
Explain the concept of brand
Identify Marketing Communication tools
used to develop brands
Describe the importance of brand
relationships and brand equity
Discuss why branding is so important

What is a brand?
Principles of Marketing definition
a name, term, sign, symbol, or design
intended to identify the goods or services
of a sellerand to differentiate them from
those of competitors.

But its more than that


A promise
Beliefs in your targets mind about your
product or service
Driven by what your company says and
does
A relationship

Duncan on Brands
A perception resulting from experiences
with, and information about, a company
or line of products

Why is branding so important?


For the Consumer
Simplifies their decision making and reduces
risk
Provides benefits above and beyond the
product or service itself

For the Producer


Provides a process to grow share, revenue,
and profit over the long-term
Provides a way to more easily make business
and creative decisions

Why is branding so important?


For the Distributor/Retailer
Drives inventory turns and the profit per
transaction
Can help them position their own business
to reach a certain target audience

Proof in the Pricing


Messaging and packaging so people are
willing to pay more for similar core products
or services
Toothpaste (Dove vs. Safeguard)
Coffee (Starbucks vs. Nescafe)

Characteristics of strong brands


Based on deep consumer and market
understanding
Have a distinct, relevant, and credible
position
Positioning is what we do to the mind (convince
the market of the differences)
Physical (product itself or channel, personnel)
Psychological (image)

More Characteristics of Strong Brands


Have a distinct brand personality
Have engaging and compelling
messaging consistently communicated
Provide excellent delivery of promised
benefits
Maintain their relevance

Levels of Relationship Intensity


High intensity
Brand advocates

(some are cult brands)

Belong to brand community


Feel connected with brand
Identify with brand
Aware of brand
0%

100%

Marketing Communication
Collective term for all the various types
of planned messages used to build a
brand-advertising, public relations,
sales promotion, direct marketing,
personal selling, packaging, events and
sponsorships, and customer service.

Functional Areas of IMC


Advertising
Advertising

Direct
Direct
Marketing
Marketing

Customer
Customer
Service
Service

Publicity
Publicity (Public
(Public
Relations)
Relations)

Functions
Functions
Events
Events &&
Sponsorships
Sponsorships
Packaging
Packaging

Sales
Sales
Promotion
Promotion
Personal
Personal
Selling
Selling

Functional Areas of MC
Advertising- non-personal, paid
announcements by an identified
sponsor.
Direct Marketing-an interactive,
database-driven marketing
communication process that uses a
range of media to motivate a response
from customers and prospects.

Functional AreasContd
Public Relations- communication
activities that help an organization and
its publics adapt mutually with each
other.
Sales Promotion- short-term, addedvalue offer designed to motivate an
immediate response.

Functional AreasContd
Personal Selling- interpersonal
communication in which a salesperson
uncovers and satisfies the needs of a
customer to the mutual benefit of both.
Packaging- container and conveyor of
information

Functional AreasContd
Events- highly targeted brandassociated activities designed to
actively engage customers and
prospects and generate publicity.
Sponsorships- financial support of an
organization, person or activity in
exchange for brand publicity and
association.

Functional AreasContd
Customer Service- a companys
attitude and behavior during
interactions with customers.

Using IMC to Build Brands


Planned (and unplanned) messages
Formed by all customer touch points
Internal
External
Experience with the product

Integrated Marketing Communication (IMC)


Process for planning, executing and
monitoring the brand messages that
create customer relationships.
An ongoing process

Integration
Combining separate parts to a unified
whole

Synergy
Outcome of integration which is the
interaction of individual parts in a way
that makes the integrated whole greater
than the sum of its parts.
2+2=5

IMC
BRAND MESSAGES
Communicated by advertising,
sales promotion, direct
response, packaging, etc.

ONE AND TWO-WAY MEDIA


Radio, Print, TV, events,
sponsorships, mail, phone,
internet, packaging. Etc.

Evaluating
and Planning

CUSTOMERS BRAND
EXPERIENCE

STRONG BRAND
RELATIONSHIPS
Increased sales, customers
and brand equity

WEAK BRAND
RELATIONSHIPS
Lose customers, sales and
brand equity

IMC Media
The means by which the various types
of marketing communication messages
are sent and received

Traditional IMC Media


Television
Television

Radio
Radio

Telephone
Telephone

Newspapers
Newspapers
Media
Media

Mail
Mail

Magazines
Magazines
Internet
Internet

Outdoor
Outdoor

What is the role of IMC in the marketing process?

Marketing & Promotions Process Model

The End
Thanks