Kevin Lane Keller

Tuck School of Business

Dartmouth College

6.1
 Marketing communications are the means by
which firms attempt to inform, persuade,
and remind consumers—directly or
indirectly—about the brands they sell and
the benefits offered through brands.

6.2
 Traditional advertising media such as TV, radio,
magazines, and newspapers seem to be losing
their grip on consumers.
 Marketers pour $18 billion into Internet
advertising in 2005. While Web advertising
jumped 20% during this time, spending for TV
ads remained flat.
 How about in Taiwan?

6.3
6.4
6.5
6.6
6.7
6.8
6.9
 Current Communication Desired
Brand Brand
Knowledge Knowledge

1. What is your current brand knowledge？Have you created

a detailed mental map?
2.What is your desired brand knowledge? Have you defined
optimal POP and POD and a brand mantra?
3.How does the communication option help the brand get
from current to desired knowledge with consumers? Have
you clarified the specific effects on knowledge
6.10
engendered by communications?
1. Exposure 訊息露出
2. Attention 對訊息的關注
3. Comprehension 對訊息的理解
4. Yielding 對訊息的善意回應
5. Intentions 有計劃的實現溝通訊息所期待的
態度
6. Behavior 實際反應出溝通訊息所期望的態
度
6.11
 Advertising
 Promotions

 Event marketing and sponsorship

 Public relations and publicity

 Personal selling

6.12
 A powerful means of creating strong, favorable,
and unique brand associations and eliciting
positive judgments and feelings
 Controversial because its specific effects are
often difficult to quantify and predict
 Nevertheless, a number of studies using very
different approaches have shown the potential
power of advertising on brand sales.

6.13
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 consumer’s 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 of these
stored communication effects so that they can have an 6.14
effect when consumers are considering making a
 Television
 Radio
 Print
 Direct response
 Interactive: websites, online ads
 Mobile marketing: Geotargeting, Foursquare vs
Shopkick
 Place advertising:
 Billboards; movies, airlines, and lounges; product
placement; and point-of-purchase advertising
6.15
 Foursquare City Guide will lead you to the
perfect spot -- anywhere in the world. Get
helpful, positive tips from our trusted global
community and keep track of where you you've
been and where you want to go, all in one
place.
 Shopkick is an American company based in
Silicon Valley that created a shopping app for
smartphones and tablets that offers users
rewards for shopping activities both online and
in-stores such as walking into stores, scanning
items, making in-app or in-store purchases and
submitting receipts. Users are awarded "kicks"
6.16
 http://www.youtube.com/watch?v=qoY48lc6jGw
 http://www.youtube.com/watch?v=nljs4kzpebU

iWatch
 https://www.youtube.com/watch?v=SAXRJPbT-5M
Apple Watch: What Living With It Is Really Like
Google Gnome
 https://www.youtube.com/watch?v=vNOllWX-2aE
 Introducing Google Gnome
6.17
P. 223

6.18
 競爭參考框架 Competitive Frame of
Reference
 類同點屬性或利益 POP Attributes or Benefits

 類異點屬性或利益 POD Attributes or

Benefits
 確認創意策略以溝通定位 Identify Creative
Strategy to Communicate Positioning Concept
 資訊性 Informational

 轉化性 Transformational
6.19
 溝通策略 Communication Strategy：目標市場 Target
Audience，溝通主題 Theme，及訊息策略 Message Strategy
 執行時的檢視 Check-list during execution:
 匆忙一瞥時訊息是否能清楚呈現 Can the message be clearly
presented in a glance
 圖示是否能支援標題 Can the visuals support the catch
 是否在廣告的第一行說明標題和圖示 Can the catch and
visuals be explained in the first line of copy
 廣告是否易閱讀及受矚目 Can the ad easy to be read and
attention getting
 產品是否容易辨識 Can the product be easily identified
 品牌或是贊助商是否清晰可辨 Can brand or sponsor be
easily recognized 6.20
6.21
 https://www.youtube.com/watch?v=_3FLKuQa6
2c Top 10 Best Product Placements in Movies
 http://www.youtube.com/watch?v=BUdECzl2_b

E
 https://www.youtube.com/watch?v=JKnz50Klm

mk 大陸超強置入性廣告 The most notorious

placement ads from China

6.22
 Short-term incentives to encourage trial or usage of a
product or service
 Marketers can target sales promotions at either the
trade or end consumers
 Consumer promotions
 Consumer promotions are designed to change the choices,
quantity, or timing of consumers’product purchases.
 Trade promotions
 Trade promotions are often financial incentives or discounts
given to retailers, distributors, and other members of the
trade to stock, display, and in other ways facilitate the sale of
a product.

6.23
 Product advertising on various mobile
platforms
 Geo-targeting: Marketers send messages to

consumers based on their location and the

activities they are engaging in
 Opt-in advertising - Users agree to allow
advertisers to use specific, personal information
send them targeted ads and promotions
 Event marketing is public sponsorship of events
or activities related to sports, art, entertainment,
or social causes.
 Event sponsorship provides a different kind
of communication option for marketers. By
becoming part of a special and personally
relevant moment in consumers’ lives, sponsors
can broaden and deepen their relationship with
their target market.

6.25
 To identify with a particular target market or lifestyle
 To increase awareness of the company or product
name
 To enhance corporate image dimensions
 To create experiences and evoke feelings
 To express commitment to the community or on social
issues
 To entertain key clients or reward key employees
 To permit merchandising or promotional
opportunities
6.26
 The event must meet the marketing objectives and
communication strategy defined for the brand
 The event must have sufficient awareness, possess the
desired image, and be capable of creating the desired
effects with that target market
 More importantly, whether consumers make favorable
attributions to the sponsor for its participation
 Need to design extended programs to further promote
the event and the brand. The cost could be 2-3 times
more of the sponsorship fee itself
6.27
 Public relations and publicity relate to a variety of
programs and are designed to promote or
protect a company’s image or its individual
products.
 Buzz Marketing

 Occasionally, a product enters the market with little

fanfare yet is still able to attract a strong customer
base.

6.28
 簡單化 Simple message
 能告訴我們現在什麽最新 Tell me what is new
 別說你做不到的宣言 Don’t promise something that
can not be delivered
 要求你的顧客勇於表達，有關你的產品或服務特
別的地方 Ask your customer to express freely
concerning the merits of your products and services
 開始衡量口碑 Start to measure word-of-mouth
 傾聽口碑 Pay attention to WOM

6.29
 Personal selling is face-to-face interaction with
one or more prospective purchasers for the
purpose of making sales
 The keys to better selling
 Rethink training
 Get everyone involved

 Inspire from the top

 Change the motivation

 Forge electronic links

 Talk to your customers

6.30
 The “voice” of the brand
 A means by which it can establish a dialogue and
build relationships with consumers
 Allow marketers to inform, persuade, provide

incentives, and remind consumers directly or

indirectly
 Can contribute to brand equity by establishing
the brand in memory and linking strong,
favorable, and unique associations to it
6.31
 Mixing communication options
 Evaluate all possible communication options
available to create knowledge structures according
to effectiveness criteria as well as cost considerations.
 Different communication options have different

strengths and can accomplish different objectives.

 Determine the optimal mix

6.32
 Coverage 覆蓋率: What proportion of the
target audience is reached by each
communication option employed? How
much overlap exists among options?
 Cost 成本: What is the per capita expense?

6.33
 IMC Audience Communication Option Overlap

Communication Communication
Option A Option B

Communication Option C

Note: Circles represent the market segments reached by various communication options. 6.34
Shaded portions represent areas of overlap in communication options.
 Contribution 貢獻度: The collective effect on
brand equity in terms of
 enhancing depth and breadth of awareness
 improving strength, favorability, and uniqueness of
brand associations

 Commonality 共通性: The extent to which

information conveyed by different
communication options share same meaning
6.35
 Complementarity 互補性: The extent to
which different associations and linkages
are emphasized across communication
options
 Versatility 多樣性: The extent to which
information contained in a
communication option works with
different types of consumers
Different communications history
Different market segments 6.36
 Be analytical: Use frameworks of consumer
behavior and managerial decision making to
develop well-reasoned 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
6.37
 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 communi-
cation effectiveness to build and manage brand
equity
6.38