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Chapter 5 Lecture Slides Market Communications Exhibits and Tables Copyright © 2000 by Marketspace LLC Exhibit 5-1: Evolution of Customer Buying Process Buying Process Awareness Traditional Market Communication Early Web Market Communication Consideration television ads general interest magazines buttons banners sponsorships Source: Forrester Research, Monitor Analysis television ads general interest magazines banners Preference niche magazines collateral microsites brochureware website Purchase Loyalty point-of-sale promotions direct marketing daily specials sweepstakes first-time order incentives product experience buyers’ clubs e-mail alerts newsletters Last Updated: 01/10/01 Copyright 2000 by Marketspace LLC Table 5-1: Framework for Marketing Communications Individualized Direct Personalized Traditional Mass Marketing General Approaches Offline Online Audience Focus Broad Communication Media Last Updated: 01/10/01 Copyright 2000 by Marketspace LLC Table 5-2: The Four Categories of Communications Direct Sales force Retail sales Customer-service reps Personalized General Approaches Traditional Mass Marketing Television Radio Print Billboards Superior customer service Permission marketing Personalized recommendations Personalized advertisements Personalized webpages Personalized upsell Personalized e-commerce Banner ads E-mail Viral marketing Portal sponsorship/exclusive agreements Associate programs Online and offline partnerships Provide information to entice customer purchases Leverage customer base Last Updated: 01/10/01 Copyright 2000 by Marketspace LLC Exhibit 5-2: What Is a Good Brand? Marketing Communications Core Product / Service Mix of offline and online advertising Emphasizes advantages to AAdvantage membership, including non-expiring miles and online services Superior service AAdvantage frequent-flier club Award winning Admirals Club lounges Comfortable chairs Portable defibrillators on every flight Safe, on-time transportation from A to B Brand Prestige Last Updated: 01/10/01 Copyright 2000 by Marketspace LLC Exhibit 5-3: A Simple Conceptual Model of Brand Equity A good brand... … provides positive consumer responses... Brand Awareness Depth Breadth Market Communication … and benefits both target customers and the firm Customer Benefits Confidence Loyalty Satisfaction Core Product / Service Brand Associations Strength Relevant Consistent Valence Uniqueness Memorable Distinctive Source: Keller (1996), Aaken (1996), Strategic Market Research Group, Marketspace Analysis Firm Benefits Reduce marketing costs Increased margins Opportunity for brand extensions Last Updated: 01/10/01 Copyright 2000 by Marketspace LLC Table 5-3: Schwab Marketing Communications Direct Individualized Audience Focus Personalized Targeted direct mail Calls made to investors who demonstrate difficulty (e.g., large periods of inactivity) “Red hot” calls for emergency investment decisions Traditional Mass Marketing Television (network, cable, local) Print media National and local radio Athletic event sponsorships Personalized webpages (mySchwab.com) General Approaches Broad Banner ads Affiliate sites Sponsorship of sites (e.g., Schwab sponsorship of Mini Center on Babycenter) Leveraging customer base (e.g. investor customer base leveraged for online banking) Free information on site Innovative approaches (e.g., online commissions donated to Breast Cancer Foundation) Offline Online Communication Media Last Updated: 01/10/01 Copyright 2000 by Marketspace LLC