Brand Communication

What are the methods adopted by the brand to - Inform - Persuade - Remind

This is the VOICE of the BRAND

What are the different mediums of COMMUNICATION?

Media Advt Online Advertising Place advertising Bill boards, POPs, Theaters and airline lounges POP advertising shelf talkers, in-store displays

 Consumer Promotions samples, refunds, bonus offers, price discounts, rebates, coupons Trade promotions Trade deals, dealer incentives, trade shows

 Event marketing & Sponsorships Public relations Personal Selling

Why Mktg communication?

To create positive impact about the brand Elicit differential response for the brand CREATE Awareness Push customers to buy more

Finally, help in building up BRAND EQUITY

For Persuasion, the following are important

Exposure seeing or hearing Attention notice the communication Comprehension understand the message in the communication Yielding respond favorably to the intended message in the brand Intentions should plan to act to the designed manner of the communication Behavior should actually act in the desired manner

When is Marcom successful?

Even if one of the 6 previous steps fails, SUCCESSFUL marketing communication will NOT OCCUR

Possible pitfalls
Customer DIDNT NOTICE the ad Boring creatives being used hence wont notice Consumers lack of product category knowledge, lack of awareness about the brand The product claim in the AD is not convincing Lack of immediate need Does not remember what was spoken about in the AD when available brands are seen in the store

Do you understand probability?

Assuming that each step occurs and has a probability of 50%, all six steps put together would yield 0.5*0.5*0.5*0.5*0.5*0.5 = 1.5625%

Even if the probability of occurrence of each step is 10%, the campaign would reach just 0.0001 = 1 in every 10,000 customers
Why will the advertiser NOT COMPLAIN?

Is there a way out of this MESS?

What will you do to CREATE a successful AD? Put yourself in the role of an AD MAKER and think about this.

Advertising Works
It is a form of paid, non-personal communication Promotion of ideas, goods or services by an identified sponsor Specific results are extremely difficult to quantify, but their overall result can be measured

Results from AAA

When during a recession, advertisement boosts sales by 1.5% Those who do not advertise during this time just have about 2/10th of share Nielsen says that almost 50% of the time, advertising works 70% of the ad campaigns boosted sales IMMEDIATELY 46% of brands had a LONG-TERM Sales Boost

Some Tricks
Single Ad Increased sales when compared to campaigns Less concentration(frequency ), spread out over a long period of time

Advt will increase sales as well as profits, in the long run

Advt MEDIA CHARACTERISTICS

Medium TV Radio Magazine + Mass Coverage, High Reach,Sound and Light Local coverage, low cost, flexible, high frequency High infomation content, longevity, multiple readers Low selectivity, high costs, short message life Only audio, clutter, low attention getting capability Long lead time for ad placement, less flexible

Newspapers

High coverage, low cost, ads placed in interest section

Repeat exposures, reader controls exposure

Selective reader exposure, low attention getting capability

High CPC, poor image, clutter

Direct response

Outdoor

Location specific, easily noticed

Local restrictions, poor image, short exposure time

Proper Advertising

Define the proper POSITIONING Identify the best creative strategy

Success factors for Advertising

Consumer targeting Ad creative Consumer understanding Brand positioning Consumer motivation Ad memorability

Copy testing
This is mainly done in order to: To evaluate how effective the campaign is
And, to find out how creative the strategy is

How to copy test an Ad?

What is the type of advt used? Frequency of Exposure single or multiple How is the ad shown? Where does the exposure occur? How are sample respondents obtained? Geographic scope of the Ad

Whats about radio?

According to David Ogilvy, four factors are necessary for the success of Radio - Identify your brand early in the commercial - Identify it often - Promise a benefit to the listener - Repeat it often

Print ads
2/3rds are not noticed by people Most readers just glance at the ads
CLARITY, CONSISTENCY and BRANDING

How will you judge whether a print ad is effective?

- Is the benefit shown in the headline? - Is the message loud and clear? - Illustration supports the headline? - Does the first line of the copy support the headline? - Is the Ad easy to read and follow? - Easily identify the product? - Brand or sponsor clearly identified?

Thank You ???