Presentation Topic1 Branding and Promotion
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Transcript of Presentation Topic1 Branding and Promotion
IMC AND BRANDING: GOING BEYOND
IMC AND BRANDING
Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.
IMC plays a major role in the process of developing and sustaining brand identity and equity.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
BRANDING COMMUNICATIONS Marketing Communications’ Objective
To enhance brand equity by moving customers to favorable action toward the brand—trying it, repeat purchasing it, and becoming loyal toward the brand.
Brand Equity The degree to which consumers favorably
perceive the brand’s features and benefits as compared to competitive brands and how strongly these views are held in memory
Making Brand-Level Marcom Decisions and Achieving Desired Outcomes
From IMC to IBP
SpecialEvents Televisio
n
Advertising
Coupons
Coordinated promotional activities reinforce one another
PPT 1-18
Integrated Brand Promotion (IBP) is the process of using a wide range of promotional tools working together to create widespread brand exposure.
IBP is a process IBP uses a wide ranges of tools including:
– Advertising– Point of Purchase (in-store) materials– Direct Marketing (catalogs, infomercials, email)– Personal Selling– Internet advertising– Blogs– Podcasting– Event sponsorship– Brand entertainment (product placement on TV shows, in movies)– Outdoor signage/billboards– Public relations– Influencer (peer-to-peer) communications– Corporate advertising
What is Integrated Brand Promotion?
MARCOM: MAIN OBJECTIVES
INFORMING•Product Launch phase•Explanations ofProduct’s features & benefits
REMINDING•Product Sales Growth phase•Competitive positioning
PURSUADING•Product Maturity phase•Applies to consumers’ memory(brand specific)
TARGETAUDIENCE
VALUE OF OBJECTIVES Communication.
Help to orient everyone involved in the IMC program toward one, common goal.
Planning and decision making. Serve as criteria for developing plans and
making decisions. Measurement and evaluation of results.
Provide the standards and benchmarks for evaluating results.
TYPES OF OBJECTIVESMarketing objectives.
Statements of what is to be accomplished by the overall marketing program within a given time period.
Defined in terms of specific measurable outcomes.
TYPES OF OBJECTIVESIMC Communication objectives. Statements of what the communications
will accomplish. Based on the particular communication tasks
required to deliver the appropriate messages to the specific target audience.
The message is delivered at a relevant point within the targets purchase decision making process and consumption experience.
TYPES OF OBJECTIVESSales objectives.
Carryover effect- money spent on advertising does not necessary have an immediate impact on sales.
Sales objectives offer little guidance for planning and development of the IMC program.
Poor sales can be the result of many factors.
FACTORS AFFECTING SALES
Product QualityPromotion
Distribution
Competition
Technology
The Economy Price Policy
SALES
THE DAGMAR APPROACH
Define
Advertising
Goals for
Measuring
Advertising
Results
THE DAGMAR APPROACH Using DAGMAR, an advertising goal
involves a communication task that is specific and measurable.
It is based on a hierarchical model of the communication process.AwarenessComprehensionConvictionAction
CHARACTERISTICS OF OBJECTIVES Well-Defined Target Audience Concrete Measurable Communication Tasks Existing Benchmark Measure Degree of Change Sought Specific Time Period Specific – Measurable-Attainable-Realistic-
Timely
LIMITATIONS OF DAGMAR Problems with response hierarchy
Consumers do not always go through this sequence of the communication effects before making a purchase.
Practicality and costs Research costs more than it is worth.
Inhibition of creativity Imposes too much structure.
COMPREHENSIVE RESPONSE MODEL APPLICATIONS
Lavidge and Steiner Hierarchy of Effects Model
As consumers proceed through the three stages, they move closer to purchase.
Cognitive -- Affective -- Conative Consumers are not expected to respond to
advertising immediately.
Ads must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.
EFFECTS OF ADVERTISING ON CONSUMERS
ConativeRealm of motives.Ads stimulate or direct desires.
AffectiveRealm of emotions.Ads change attitudes and feelings
CognitiveRealm of thoughts.Ads provide information and facts.
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Point of purchaseRetail store ads, Deals“Last-chance” offersPrice appeals, Testimonials
Competitive adsArgumentative copy“Image” copyStatus, glamour appeals
AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywritingTeaser campaigns
COMMUNICATIONS EFFECTS PYRAMID Lower level objectives such as awareness
and knowledge or comprehension must be accomplished first.
The initial stages are easier to accomplish than than those toward the top.
The percentage of prospective customers will decline as they move up the pyramid.
COMMUNICATIONS EFFECTS PYRAMID
90%
Awareness
70%
Knowledge
40% Liking
25%
Preference
20% Trial
5% Use
Conative
CognitiveAffective
TRADITIONAL ADVERTISING-BASED VIEW OF COMMUNICATIONS, FOCUSES ON WHAT THE MARKETER
WANTS TO SAY, WHEN THE MARKETER WANTS TO SAY IT.
PurchaseBehaviorAttitudes Knowledge Preference Conviction
One-Way
Linear
Advertising Through Media
Acting on Consumers
SETTING IMC OBJECTIVESTARGET AUDIENCE
In setting the direction for any IMC plan or component, there must be a clear idea of the customer status of the target audience.
The key question Is the communication directed towards current customers or non customers?
TARGET AUDIENCECurrent Customers Brand Loyal Customers – regularly buy the firm’s
products.
Favorable Brand Switchers – buy the focal brand, but also buy other brands within the product category.
TARGET AUDIENCENon-customers New category users – customers not currently
purchasing in the focal brand’s product category.
Other brand switchers – purchase a few different brands within the product category, but not the focal brand.
Other brand loyals – purchase only one brand and are completely loyal.
BEHAVIORAL OBJECTIVESTrial Brand trial purchase – a consumers first
purchase of a focal brand. Brand trial objectives – are established as
consumers naturally enter the market as they reach a certain age or have income.
Brand re-trial purchase – a consumers first purchase of a focal brand after some time delay.
Brand re-trial objective – focuses on the length of delay between purchases.
BEHAVIORAL OBJECTIVESTrial Category trial objective
Category trial purchase – a consumers first purchase in a product category that the consumer had not purchased previously.
Repeat purchase A customers continued purchase of a focal
brand within a specified time period. Repeat purchase objective – how often to purchase,
how much to purchase, when to purchase.
BEHAVIORAL OBJECTIVESPurchase Related Behaviour
An action that consumers take that will lead to a higher probability of consumption.
Repeat Consumption The continued consumption of a brand once
purchased. Repeat Consumption Objective – For
communicating with current brand purchasers who have the product.
COMMUNICATION OBJECTIVES Category Need
Pertains to whether the target audience feels the need to purchase within the actual product category.
Category can be: omitted, reminded or emphasized
Brand Awareness Creating a deeper understanding and knowledge
of the brand. Forms of Brand Awareness: recognition and recall
COMMUNICATION OBJECTIVES Brand Attitude
Prior understanding of the existing brand attitude is needed to choose an option.
Brand Attitude Options: established, maintained, increased, modified, or changed.
Brand Purchase Intention Brand Purchase is assumed or generated.
Purchase Facilitation Purchase facilitation is included or omitted.
THE MARKETING PLANThe importance of marketing planning
Marketing plan
Effect of the marketing plan on advertising
Top-down marketing Situation analysis
Marketing objectives
Marketing strategy
Marketing tactics
THE ADVERTISING PLANReviewing the marketing plan
SWOT analysis
Setting advertising objectives
Understanding what advertising can doThe advertising pyramidThe old model vs. the new
THE PLANNING CYCLE
Are we there?
If not,why not?
Where arewe?
Where couldwe be?
MarketConsumers
Results Feedback
SituationAnalysis
Co. Potential
Where doWe want to go?Objectives
and Strategy
How do we get there?
Let’s get there
Plan
Implementation
12-33
Advertising creativity is a product of teamwork between copywriters, art directors, and even broadcast directors work together to generate concept, word, and picture ideas.
In advertising, creativity if both a job description and a goal.
Creativity is a special form of problem solving.
THE ROLE OF CREATIVITY IN ADVERTISING
12-34
CREATIVE BRIEF Spells out the creative strategy and
key execution details Prepared by the account planner to
summarize the basic marketing and advertising strategy
Provides direction to the creative team to develop a creative concept
12-35
KEY POINTS IN A CREATIVE BRIEF Problem that can be solved by communication. Target audience and key insights into their
attitudes and behavior. Brand position and other branding decisions, such
as personality and image. Communication objectives that specify the desired
response to the message by the target audience. Proposition or selling idea that will motivate the
target to respond. Media considerations about where and when the
message should be delivered Creative direction that provides suggestions on
how to stimulate the desired consumer response. These aren’t creative ideas but may touch on such execution or stylistic direction as the ad’s tone of voice.