IMC to build brand equity Flashcards
for a person to be persudaded by a brand the following steps must occur
expsore attnetion comprehension yielding intentions' behaviour
explain intergrated marekting communications imc
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
Creating awareness of the brand
Linking points-of-parity and points-of-difference associations to the brand in consumers’ memory
Eliciting positive brand judgments or feelings
Facilitating a stronger
examples of marketing commmunications
advertising and promotion
interactive marketing
events and expiernces
mobile marketing
define advertising
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
best advertising should be
Powerful means of creating strong, favorable, and unique brand associations and eliciting positive judgments and feelings
effective advertising should; define positioning to establish brand equity
Competitive frame of reference Nature of competition Target market Point-of-parity attributes or benefits – See following slides Category Competitive Correlational Point-of-difference attributes or benefits Desirable Deliverable Differentiating
explain POP and POD
Points-of-parity associations e.g., attributes shared with other brands
Category i.e., Necessary conditions for brand choice i.e., basic elements the brand should possess to be considered by consumers.
Competitive i.e., the brand should hold a strong market position
Correlational e.g., Potential negative associations that arise from the existence of other, more positive associations for the brand e.g., low price/high quality
Points-of-parity versus points-of-difference – consumers must feel products meet a certain attribute or benefit
Identify Creative Strategy to communicate Positioning Concept
Informational (benefit elaboration)
Problem-solution (Napisan)
Demonstration (Dyson vacuum cleaners)
Product Comparison (Energiser vs Duracell batteries)
Testimonial (celebrity or unknown consumer)
Transformational (imagery portrayal)
Typical or aspirational usage situation (beer ads)
Typical or aspirational user of product (Nike)
Brand personality and values (Mac vs PC)
Motivational (“borrowed interest” techniques)
Humour (Yellow pages – ‘Not Happy Jan’
Warmth (Cuddly fabric softner)
Sex appeal (Victoria’s Secrets, Calvin Klein)
Music (Aeroplane Jelly)
Fear (drink driving, QUIT smoking campaign)
Special effects (John Lewis Department Store)
explain promotions
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. (Tresemme shampoo at checkout)
explain 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. (B&H free samples to retailers)
advantages of promotions
Permit manufacturers to charge different prices to groups of consumers who vary in their price sensitivity
Convey a sense of urgency to consumers
Can build brand equity through actual product experience
Encourage the trade to maintain full stocks and support the manufacturer’s merchandising efforts
disadvantages of promotions
Decreased brand loyalty and increased brand switching
Decreased quality perceptions, and increased price sensitivity
Divert marketing funds to sales promotions instead of brand building and Research & Development of brand
Increase the importance of price as a factor in consumer decisions
May subsidise buyers who would have bought the brand anyway
types of adverting media may include
television radio print direct resposne - email, catelogue place - billboards, product placement
advantages of online marketing communications
Low cost, greater level of detail and higher degree of customisation.
Can accomplish almost any marketing communication objective .
Valuable in terms of solid relationship building.
advnatages of social media marketing
Low cost, greater level of detail and higher degree of customisation.
Can accomplish almost any marketing communication objective .
Valuable in terms of solid relationship building.
chalanges of social media marketing
Not everyone uses social media (generation)
Effectiveness is hard to measure
User-controlled – intrusion vs. seamless part of user experience
Extreme responses
what is even marketing an ssponsorship
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.
criteria for IMC program
Coverage: Proportion of the audience reached by each communication option, as well as how much overlap exists among communication options – see following slide
Contribution: Inherent ability of a marketing communication to create the desired response and communication effects from consumers in the absence of exposure to any other communication option i.e., how it affects consumers’ communication processing .
Commonality: Extent to which common information conveyed by different communication options shares meaning across communication options e.g., consistent and cohesive brand image - synergy.
Complementarity: Describes the extent to which different associations and linkages are emphasized across communication options- need to reinforce the message to create desired consumer knowledge structures
Conformability: Extent that a marketing communication option is robust and effective for different groups of consumers (those exposed to the program and those that have not).
Types of conformability
Communication conformability – ability to communicate with diverse group of consumers
Consumer conformability – to inform or persuade consumers who vary on dimensions
Cost: To arrive at the most effective and efficient communication program evaluations of marketing communications on all of the preceding criteria must be weighed against their cost.
effectiveness measurements can inculude
TV: viewing rate
Magazine/ newspaper: N of subscribers
Mail/telephone: response rate
Sales person: N of purchase
Outdoors / station & subway Ads: no accurate measurement
Online marketing: N of viewing, like, sharing; N of orders placed online
On average, the measurement of online marketing will be more accurate and timely than traditional marketing. At most times, traditional marketing can only measure how many customers receive the ad rather than how much revenue the marketing efforts generated.
