Download Integrating Marketing Communications to Build Brand Equity

MKT-427: CH-06
Integrating Marketing Communications to Build Brand Equity
THE NEW MEDIA ENVIRONMENT
Challenges in Designing Brand-Building Communications
The following six steps must occur:
1. Exposure
2. Attention
3. Comprehension
Understand the intended message
4. Yielding
Respond favorably
5. Intentions
Plan to act
6. Behavior
Actually act
The ideal ad campaign would ensure that:
1. The right consumer is exposed to the right message at the right place and at the right time.
2. The creative strategy for the advertising causes the consumer to notice and attend to the ad
but does not distract from the intended message.
3. The ad properly reflects the consumer’s level of understanding about the product and the
brand.
4. The ad correctly positions the brand in terms of desirable and deliverable points-of
difference and points-of-parity.
5. The ad motivates consumers to consider purchase of the brand.
6. The ad creates strong brand associations to all these stored communication effects so that
they can have an effect when consumers are considering making a purchase.
Role of Multiple Communications
FOUR MAJOR MARKETING COMMUNICATION OPTIONS
 Advertising
- Television
- Radio
- Print
- Direct response
- Place:
 Billboards and Posters
 Movies, Airlines, Lounges and Other places
 Product Placement
 Point of Purchase
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 Promotion
• Change the behavior of the trade so that they carry the brand and actively support it
• Change the behavior of consumers so that they buy a brand for the first time, buy more of
the brand, or buy the brand earlier or more often
 Consumer promotion
 Trade promotions
Online Marketing Communications
 Web Sites
 Online Ads and Videos
 Social Media
Putting It All Together
 Paid media is all the various forms of more traditional advertising media described
above, including TV and print.
 Owned media are those media channels the brand controls to some extent—Web sites,
e-mails, social media, etc.
 Earned media are when consumers themselves communicate about the brand via social
media, word-of-mouth, etc.
Events and Experiences
 Event Marketing and Sponsorship
 Rationale
 To identify with a particular target market or lifestyle
 To increase awareness of the company or product name
 To create or reinforce consumer perceptions of key brand image associations
 To enhance corporate image dimensions
 To create experiences and evoke feelings
 To express commitment to the communities or social issues
 To entertain key clients or reward key employees
 To permit merchandising or promotional opportunities
 Choosing Sponsorship Opportunities
 Designing Sponsorship Program
 Measuring Sponsorship Activities
Mobile Marketing
BRAND AMPLIFIERS
Public Relations and Publicity
Word-of-Mouth
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DEVELOPING INTEGRATED MARKETING COMMUNICATION PROGRAMS
Criteria for IMC Programs
Coverage
Contribution
Commonality
Complementarity
Conformability
Cost
Proportion of the audience
Relates to the 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
Coordinate to create a consistent and cohesive brand image in which
brand associations share content and meaning. Commonality relates to
the extent to which common associations are reinforced across
communication options, that is, the extent to which information
conveyed by different communication options shares meaning.
Relates to the extent to which different associations and linkages are
emphasized across communication options
To the extent that a marketing communication option is robust and
effective for difference group of consumers.
There would seem to be two possible means of achieving this dual
communication ability:
1. Multiple information provision strategy: providing different
information within a communication option to appeal to the
different types of consumers
2. Broad information provision strategy: information that is rich or
ambiguous enough to work regardless of prior consumer
knowledge
Depends
 Using IMC Choice Criteria
Evaluating Communication Options
Establishing priorities and tradeoffs
• Commonality and complementarily will often be inversely related. The more various
marketing communication options emphasize the same brand attribute or benefit, all else
being equal, the less they can effectively emphasize other attributes and benefits.
• Conformability and complementarity will also often be inversely related. The more a
communication program accounts for differences in consumers across communication options,
the less necessary it is that any one communication be designed to appeal to many different
groups.
• Commonality and conformability do not share an obvious relationship. It may be possible, for
example, to develop a sufficiently abstract message, like “Brand X is contemporary,” to
effectively reinforce the brand across multiple communication types including advertising,
interactive, sponsorship, and promotions.
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