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Integrating Marketing Communications to Build Brand Equity
Transcript of Integrating Marketing Communications to Build Brand Equity
Communications to Build Brand Equity It is a means by which firms attempt to inform,
persuade, and remind consumers -
directly or indirectly - about the brands they sell. What is Marketing Communication? It represents the voice of the brand and a means by
which the brand can establish a dialogue and build relationships with consumers. It can contribute to brand equity by to brand equity by creating awareness of the brand; linking points-of-parity and points-of-difference associations to the brand consumers' memory; eliciting positive brand judgments and feelings; and facilitating a stronger consumer - brand connection and brand resonance. It can provide incentives eliciting the differential
response that makes up customer-based brand equity. The New Media Environment Challenges in Designing Brand - Building Communications Information Processing Model of Communication The following are the six steps to persuade by any form of communications: 1. Exposure: A person must see or hear the communication.
2. Attention: A person must notice the communication.
3. Comprehension: A person must understand the intended or arguments of the communication.
4. Yielding: A person must respond to the intended message or arguments of the communication.
5. Intentions: A person must plan an act in the desired manner of the communication.
6. Behavior: A person must actually act in the desired manner of the communication. Role of Multiple Communications Marketers will employ multiple communications to achieve goals. In doing so, they must understand how each communication option works and how to assemble and integrate the best set of choices. Overview of Marketing Communication Options Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods and services by an identical sponsor. Although it is a powerful means of creating strong, favorable, and unique brand associations and eliciting positive judgments and feelings, advertising is controversial that its specific effects are often difficult to qualify and predict. Example: Television is a powerful medium. It allows for sight, sound and motion
and reaches a broad spectrum of consumers. TV advertising has two particularly strengths:
Effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits. It can be compelling means for dramatically portraying user and usage imagery, brand personality, and other brand intangibles. On the other hand, it has its drawbacks: Fleeting nature of the message and the potentially distracting creative elements often found in a TV ad. The large number of ads and non-programming material on television. Guidelines Message strategy or positioning of an ad
Creative strategy Effective advertising campaigns
is both art and science The artistic aspects relate to the creative strategy of the ad and its execution.
The scientific aspects relate to the message strategy and brand claim the ad contains. Defining the proper positioning to maximize brand equity Identifying the best strategy to communicate or convey the desired positioning Creative strategies can be:
However, certain motivational or "borrowed interest" devices can attract consumers' attention Many believe that such technique is necessary in the tough new media environment. Unfortunately, these attention-getting tactics are often too effective and distract from the brand. Future Prospects The future of television and traditional mass marketing advertising is uncertain. Advertisers will eventually bypass agencies interactive shopping channels, CD-ROM catalogs, multimedia kiosks and online services. At least for some, the power of TV ad remains. "Nothing competes with prime time television when it comes to communicating with a mass audience. Other mediums can't entertain and inform in the same captivating way." Radio It is a pervasive medium. It has been less studied than other media. Nevertheless, radio ads can be extremely creative. Advantages:
Stations are highly targeted
Ads are relatively inexpensive to produce and place
Short closings allow for quick responses. Disadvantages:
Lack of visual image
Relatively passive nature of consumer processing that results Print It can provide detailed product information and may be difficult to provide dynamic presentations or demonstrations. It can be a fairly passive medium and it can effectively communicate user and usage imagery. Two main print media: Magazines
effective at building user and usage imagery
high information content
long lead time for ad placement Newspapers
more timely and pervasive
ads can be placed in interest sections
tends to be used a lot for local advertising
poor reproduction and short shelf life Guidelines:
Branding Direct Response It uses mail, telephone, Internet, and other non-personal contact tools to communicate with or solicit a response from specific customers and prospects. Infomercial - attempts to combine the sell of commercials with the draw of information and entertainment; cross between a sales call and a television ad. Guidelines: Advantages:
Easier for marketers to establish relationships with consumers.
Allow marketers to explain new developments with their brands to consumers on an ongoing basis
Allow consumers to provide feedback to marketers about their likes and dislikes and specific needs and wants Disadvantages:
Intrusiveness and clutter Three critical ingredients:
Developing up-to-date and informative list of potential future customers
Putting forth the right offer in the right manner
Tracking the effectiveness of marketing program Many marketers are embracing database marketing. Database marketing is more effective at helping firms retain existing customers. Interactive Marketers scrambled to build a presence in cyberspace. The approaches that companies adopted vary widely. Two online crucial brand-building tool:
Interactive ads Websites Advantages:
Level of detail
Degree of customization it offers
Allow any consumers to choose the brand information relevant to his or her needs or desires Some of the more successful Web sites are those that are able to convey expertise in a consumer-relevant are. Online Ads Potential advantages:
It can target customers, so that not only the most promising prospects are contacted. Disadvantages:
Many consumers find it easy to ignore banner ads.
Web ads are becoming closer to traditional forms of advertising. Search advertising - users are presented with sponsored links relevant to their search words alongside unsponsored search results Mobile Marketing Investment in mobile marketing from a range of sectors looking to tap a new revenue stream is expected to grow rapidly during the next few years. A key question is: How can marketers get cell phone users to opt in? Place Often called "non-traditional", "alternative", or "support" advertising, because it has arisen in recent years as a means to complement more traditional advertising media. Place advertising Also called as "out-of-home" advertising, is a broadly defined category that captures advertising outside traditional media. Bill Boards and Posters It have evolved over the years and now employ colourful, digitally produced graphics, back-lighting sounds, movement and unusual - even three dimensional - images to attract attention.