Download Brand Activation

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Brand Activation
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Brand Attributes
Brand activation –
Brand Communication
Brand touch point
Promotion strategy
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Brand Attributes
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Brand attributes
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Tangible product features inherent
in brand experience
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Ex : product at Point of purchase supporting environment that
coherence with the brand identity
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Promotion  IMC
IMC plays a major role in the process of developing and sustaining
brand identity and equity.
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Changing of “way of thinking”
promotion
Marketing
communication
IMC
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Flashback : Promotion
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Promotion has been defined as the coordination of all
seller initiated efforts to set up channels of information
and persuasion in order to sell goods and services or
promote an idea.
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Definition of
Marketing Communications
marketing communications are the means by which firms attempt to
inform. persuade, and remind consumers-directly or indirectlyabout the products and brands they sell.
In a sense, marketing communications represent the "voice" of the
company and its brands and are a means by which it can establish a
dialogue and build relationships with consumers. (kotler and
keller. 2009:470)
+ Forms of Marketing communications
(marcomm tools)
traditional mass media
advertising (TV,
magazines, etc.);
online advertising
(Web sites, opt-in email messages,
text
messaging, etc.);
sales promotions
(samples, coupons,
rebates, premium
items, etc.);
store signage and
point-of-purchase
communications;
direct-mail
literature;
public relations and
publicity releases;
sponsorships of events
and causes;
presentations by
salespeople(personal
selling);
and various collateral
forms of
communication
devices.
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New approach
4 P's
4 C's
product
consumer
price
cost
place
convenience
promotion
communication
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IMC ?
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a concept of marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines—
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for example, general advertising, direct response, sales
promotion, and public relations—and combines these
disciplines to provide clarity, consistency, and maximum
communications impact.
American Association of Advertising Agencies (the “4As”)
(Belch and belch 2010:9)
+ IMC (2)
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IMC is a communications process that entails the planning,
creation, integration, and implementation of diverse forms of
marcom (advertisements, sales promotions, publicity releases,
events, etc.) that are delivered over time to a brand’s targeted
customers and prospects.
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The goal of IMC is ultimately to influence or directly affect the
behavior of the targeted audience.
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IMC considers all touch points, or sources of contact, that a
customer/prospect has with the brand as potential delivery
channels for messages and makes use of all communications
methods that are relevant to customers / prospects.
(Shimp 2010:10)
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IMC requires that all of a brand’s communication media deliver
a consistent message.
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The IMC process further necessitates that the customer/prospect
is the starting point for determining the types of messages and
media that will serve best to inform, persuade, and induce action
(Shimp 2010:10)
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Why IMC is important?
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A major reason for the growing importance of the IMC
approach is the ongoing revolution that is changing the
rules of marketing and the role of the traditional advertising
agency
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Databases
and
Information
Technology
Zero based planning
 SWOT etc (IMC
functions and media
neutral)
Cross-functional
organization
(Monitoring and
evaluating brand
relationships)
IMC is an ongoing
process that “spins off”
sales, profits, and brand
equity
Advertising,
customer
services,
direct response,
E-commerce,
events,
packaging,
personal selling,
public relations,
sales promotion,
sponsorships,
trade shows
Brand Messages
(Strategic
consistency of
brand
positioning, big
creative idea)
Media-mass,
niche, and
interactive
(Intrinsic and
created brand
contacts)
Brand
Relationships
(Customer
acquisition,
retention, growth)
Sales, profits, and
brand equity
(Tom Duncan, (2002:9 )
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Promotion media :
• a tools used to deliver marketing
message to the audiece (broaden area)
Advertising media :
• a tools used to deliver advertisement
as a marketing message to the audience
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Above the line
mass media :
- broadcast media : tv,
radio,
-print media :newspaper,
magazine,
massive media :
outdoor/out of home
media
Promoti
on
media
below the line
trough the line
"new media"
a. media in store/POS material :
brochure, leaflet, booklet, x
banner, katalog,
b. Another promotion tools:
sales promotion tools (sticker,
bonus, etc) , event,sponsorship, etc
Internet, email. Cellular
phone, etc
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ATL VS BTL Terminologies
Above the line :
• Promotional activities carried out through mass media, such as
television, radio and newspaper and also massive media such us
billboard
"Below the line" promotion
• refers to forms of non-media communication or advertising, and
has become increasingly important in the communications mix of
many companies, not only those involved in fast moving consumer
goods, but also for industrial goods.
"Through the line"
• refers to an advertising strategy involving both above and below
the line communications in which one form of advertising points
the target to another form of advertising thereby crossing the
"line".
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Mass media
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Mass media is media which is intended for a large audience.
It may take the form of broadcast media, as in the case of
television and radio, or print media, like newspapers and
magazines.
note: Internet media can also attain mass media status, and
many mass media outlets maintain a web presence to take
advantage of the ready availability of Internet in many
regions of the world, but in the other hand, Internet media is
a new media which is has a different characteristic.
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Massive Media
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Media which is intended for large audience, but not include
mass media
Ex : out of home advertising
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New Media
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New media is a broad term that emerged in the later part of
the 20th century to encompass the amalgamation of
traditional media such as film, images, music, spoken and
written word, with the interactive power of computer and
communications technology, computer-enabled consumer
devices and most importantly the Internet.
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New media: elektronic media, (usually base on computer
technology)such as Internet, email. HP,and digital cable
(West&Turner.2008:44)