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Attention, Attitude
Advertising change & Behaviour Indirect Moderate to Short
change.
Point-of-sale &
Behaviour Change Direct Moderate
Packaging
Integrated Marketing Communication:- The 1990s and 2000s
brought us IMC.
Small – car
Indica V2, Car, consumers who A spacious, small car without
Spaciousness
Tata Motors want a more extra costs. (More car per car).
spacious vehicle
If, in the eyes of consumers, a brand can “break even” in those areas
where the competitors are trying to find an advantage and achieve
advantages in other areas, the brand should be in a strong – and
perhaps unbeatable competitive position.
Ex:- When Savlon entered the antiseptic lotion market in India
dominated by Dettol.
Creating POPs & PODs:- One common difficulty in creating a
strong, competitive brand positioning is that many of the
attributes or benefits that make up the POP and POD are
negatively correlated.
Ex:- It might be difficult to position a brand as “inexpensive”
and at the same time assert that it is “of the highest quality”.
Some other examples can be Low price Vs High quality, Taste
Vs Low Calories, Nutritious Vs Good tasting, Efficacious Vs
Mild, Powerful Vs Safe, Strong Vs Refined, Ubiquitous Vs
Exclusive, Varied Vs Simple.
Similarly, individual attributes and benefits often have positive
and negative aspects.
Ex:- Consider a long-lived brand that is seen as having a great
deal of heritage.
The brand’s heritage could suggest experience, wisdom, and
expertise.
On the other hand, it could also imply being old-fashioned and
not up-to-date.
Communicating Category Membership:- There are three main
ways to convey a brand’s category membership:-
In practice, few messages take the consumer all the way from
awareness to purchase, but the AIDA framework suggests the
desirable qualities of a good message.
• They are often used to urge people to support social causes such
as a cleaner environment, aid to the disadvantaged, or safe driving.
Ex:- The champions Drink Responsibly campaign by Bacardi
Limited features Michael Schumacher, advising people to take a taxi
if they have been drinking.
Social appeals are aimed at seeking a behavioral change in the
target audience by promoting a social cause in the society for
the betterment of the society.