0. session 1 -chapter 02

8/6/2019 0. Session 1 -Chapter 02

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W HAT IS THE

ROLE OF

COMMUNICATION

IN BRANDBUILDING?



PRODUCT ²

PRICE ² PLACE

² PROMOTION



W HAT M AKES A GREAT

BRAND?



WHAT M AKES A GREAT BRAND?

1. Offer Different and Better products andservice

2. Have both high Respect and high Love

3. Tell a Story that Connect and Engage

4. Communicate a Big Idea Consistently over

time5. Have strong Icons and Images

6. CREATE LOYALTY BEYOND REASON



IMC AND THE M ARKETING

PROCESS



A REVIEW OF THE M ARKETING

MIX

The four Ps

Product

Place

Price

Promotion



Productdecisions

Pricingdecisions

Channel-of-distributiondecisions

Opportunityanalysis

Competitive

analysis

Targetmarketing

Identifyingmarkets

Market

segmentation

Selecting atarget market

Positioningthrough

marketingstrategies

Promotionaldecisions

� Advertising

� Directmarketing

� Interactivemarketing

� Salespromotion

� Publicityand publicrelations

� Personalselling

Ultimateconsumer

� Consumers

� Businesses

Promotionto final buyer

R esellers

Promotion

to trade

Internet/ Interactive

Purchase

M ARKETING AND PROMOTIONS PROCESS MODEL



THE TOOLS OF M ARKETING COMMUNICATIONS

1.1. Media AdvertisingMedia Advertising� TV� TV

� Radio� Radio

� Magazines� Magazines

� Newspapers� Newspapers

2.2. Direct Response andDirect Response and

Interactive AdvertisingInteractive Advertising

� Direct mail� Direct mail

� Telephone solicitation� Telephone solicitation� Online advertising� Online advertising

3.3. Place AdvertisingPlace Advertising

� Billboards and bulletins� Billboards and bulletins

� Posters� Posters

� Transit ads� Transit ads

� Cinema ads� Cinema ads

4.4. Store Signage and PointStore Signage and Point--of of--

Purchase AdvertisingPurchase Advertising

� External store signs� External store signs

� In� In--store shelf signsstore shelf signs

� Shopping cart ads� Shopping cart ads

� In� In--store radio and TVstore radio and TV

5.5. TradeTrade-- and Consumer and Consumer--Oriented PromotionsOriented Promotions

� Trade deals and buying� Trade deals and buyingallowancesallowances

� Display and advertising� Display and advertisingallowancesallowances

� Trade shows� Trade shows

� Cooperative advertising� Cooperative advertising

� Samples� Samples� Coupons� Coupons

� Premiums� Premiums

� Refunds/rebates� Refunds/rebates

� Contests/sweepstakes� Contests/sweepstakes

� Promotional games� Promotional games

� Bonus packs� Bonus packs

� Price� Price--off dealsoff deals

6.6. Event Marketing andEvent Marketing andSponsorshipsSponsorships

� Sponsorship of sporting� Sponsorship of sportingeventsevents

� Sponsorship of arts, fairs,� Sponsorship of arts, fairs,and festivalsand festivals

� Sponsorship of causes� Sponsorship of causes

7.7. MarketingMarketing--Oriented PublicOriented Public

Relations andRelations and PublicityPublicity

8.8. Personal SellingPersonal Selling

Source: Adapted from Figure 1.1 in Kevin Lane Keller, ³Mastering the Marketing Communications Mix: Micro and Macro Perspectives

on Integrated Marketing Communication Programs,´ Journal of Marketing Management 17 ( August, 2001), 823±851.



R APIDLY CHANGING MEDIA

ENVIRONMENT

Increasingly difficult to target audiences

& communicate effectively

Consumers no longer passive recipients

They demand more than information

From a myriad of sources



THE INTEGRATION OF

M ARKETING COMMUNICATIONS

�Why Not Integrated?

Tradition of separation communication tools

Resistance of outside suppliers to broadening

their functions

Skeptics who consider IMC to be a fad



THE INTEGRATION OF

M ARKETING COMMUNICATIONS

IMC and SynergyUsing multiple communication tools in

conjunction with one another can producegreater results (synergistic effects) than tools

used individually and in an uncoordinated

fashion.



A DEFINITION OF IMC

�Is a communications process for planning, creation,

integration, and implementation of diverse forms of

marcom delivered to a brand·s targeted customers and

prospects

�Has customer/prospect as its starting point for

determining types of messages and media to inform,

persuade, and induce action

�Considers all

touch

p

oints

a customer/ prospect has withthe brand as potential delivery channels for messages

�Requires that all of a brand·s communication media deliver

a consistent message

�Has as its goal influencing or aff ecting behavior of tar eted audience



FIVE KEY FEATURES OF IMC

1. Start with the customer or prospect.

2. Use any form of relevant contact or touch point.

360-Degree Branding- A brand·s touch points should be everywhere the

target audience is.

Not All Touch Points Are Equally Engaging: Surroundcustomers/prospects with the message, but not to the

point of being irritatingly present

3. Speak with a single voice.

Consistently deliver the same unified message across all media channels

on all occasions

4. Build relationships Rather Than Engage in Flings

5. Aff ect behavior

The effectiveness of an IMC program is judged by its success in terms of its ultimate influence on behavior



FIVE KEY FEATURES OF IMC

1. Start with the customer or prospect.

2. Use any form of relevant contact or touch point.

360-Degree Branding- A brand·s touch points should be everywhere

the target audience is.

Not All Touch Points Are Equally Engaging: Surroundcustomers/prospects with the message, but not to the

point of being irritatingly present

3. Speak with a single voice.

Consistently deliver the same unified message across all media

channels on all occasions

4. Build relationships Rather Than Engage in Flings

5. Aff ect behavior

The effectiveness of an IMC program is judged by its success in termsof its ultimate influence on behavior



OBSTACLES TO IMPLEMENTING

IMC

Integration requires tight coordination among

all elements of a marcom program.

Few providers of marketing communication services

have the diversity of skills required to execute an IMCprogram.

The greatest challenge is making sure that all marcom

tools are consistently executed.



SUMMARY

1. 6 characteristics of a GreatBrand

2. Marketing Mix

Promotion as an integral part Coordination and consistency in the

4Ps

0. session 1 -chapter 02

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