Intergrated marketing communications to build brand equity Leroy J. Ebert

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Integrated Marketing Communications To Build Brand Equity Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM Manager Marketing and Business Development – Logiwiz Ltd. Presentation Developed as Course Material for the SLIM Diploma in Brand Management Content Extracted from “Strategic Brand Management” 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students

Transcript of Intergrated marketing communications to build brand equity Leroy J. Ebert

  • 1. INTEGRATED MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM Manager Marketing and Business Development Logiwiz Ltd. Presentation Developed as Course Material for the SLIM Diploma in Brand Management
  • 2. MARCOM TOOLS Media Direct response adverts Online ads Place advertising billboards, movies POSM Trade promos Consumer Promos Events marketing or sponsorships Publicity and public relations Personal selling
  • 3. CHALLENGES IN DESIGNING AND BRAND BUILDING COMMUNICATIONS Exposure : A person must see or hear the communication Attention : A person must notice the communication Comprehension: A person must understand the communication as per the intended message Yield: A person must respond favorable to the intend message in the communication Intentions: A person must plan to act in the desired manner to the communication Behavior: A person actually act in the desired manner of the communication
  • 4. THE IDEAL AD CAMPAIGN 1. Right consumer is exposed to the right message at the right place at the right time 2. The creative strategy causes the consume to notice but does not distract from the intended message 3. The ad properly reflects the consumers level of understanding about the product 4. The ad correctly positions the brand in terms of desirable and deliverable points of difference and points of parity 5. The ad motivates the consumer to consider to purchase 6. The total ad strategy convinces the consumer to make the purchase
  • 5. ADVERTISING Paid non personal presentation and promotion of ideas goods or services by and identified sponsor
  • 6. TV Costly Not targeted Not easily controllable Mass reach Monolog Sight sound and motion Can be used to demonstrate a product more effectively Cluttered High repetition is needed
  • 7. RADIO Mass Market Less cost to produce and place Flexible to change and interact with audience More targeted than TV Morning and evening drive times Support medium to TV and other com Lacks visual appeal High repetition is needed
  • 8. PRINT Magazines, news papers, tabloids Can target audiences Can provide detailed information Press Releases, advertorials, ad1 & ad 2 Static in nature Costly Reach is greater
  • 9. DIRECT RESPONSE Mail, telephone, internet and other non personal contact tools to communicate with or obtain a response from the customer Informercials
  • 10. WEBSITES Less cost Highly personalized Relationship building Website building is a science that not all understand Need to update frequently Upgrades in technology Can use JAVA flash to make the experience more entertaining i.e. google
  • 11. ONLINE ADS
  • 12. MOBILE MARKETING SMS MMS Mobile friendly sites Introduction of smart phones
  • 13. PLACE BRANDING Hoardings/Bill boards Vehicle branding Transit ads sub ways Bus stops
  • 14. MOVIES, AIRLINES, LOUNGES AND OTHER PLACES lifts
  • 15. PRODUCT PLACEMENT https://www.youtube.com/watch?v=wACBAu9coUU
  • 16. POINT OF PURCHASE
  • 17. PROMOTIONS To influence the decision at the point of purchase Consumer promotions Trade promotions
  • 18. EVENT MARKETING AND SPONSORSHIP
  • 19. SPONSORSHIP Strategic sponsorships selecting Long term Designing sponsorship programs go beyond the basic venue branding, get involved Jambulani Measuring sponsorship activities Supply side method Demand side method
  • 20. PUBLIC RELATIONS AND PUBLICITY Publicity Non personal communication such as press releases, media interviews, press conference, newsletters, Public Relations annual reports, fund raising, web site, CSR, CEO interviews Public Relations is a proactive approach to managing stake holders relationships so that if a crisis happens then the impact is minimal
  • 21. PUBLIC RELATIONSHIPS
  • 22. PERSONAL SELLING Highest Cost Face to face interaction Least control Training
  • 23. CRITERIA FOR IMC PROGRAMS Coverage reach and overlap Contribution create the desired response Commonality consistent message across Complimentarity use medium to compliment each other , TV ads and sales promotions Versatility first time viewers and multiple medium exposed viewers Cost manage costs and justify
  • 24. Content Extracted from Strategic Brand Management 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students Presentation developed by Leroy J. Ebert (17th May 2014)