4-brand communication process
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Brand Communication ProcessA Gooey Interface
For companies, interface refers to the ease withwhich customers and other stakeholders can
communicate with the company.
Marketing communication can be seen as theinterface between customers and companies.
Having a gooey interface means that the brandrelationship is sticky; that is, there is loyaltybetween the brand and its customers.
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Traditional Communication
Model
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An Interacting Marketing
Communication Model
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The Message
Everything sends a message.
Each brand contact strengthens, maintains,or weakens the brand relationship.
Building brand relationships requiresmanaging a brands total communication
package everything it says and does
then analyzing it all to see if they areworking in concert.
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The IMC Message Typology
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Planned MessagesPlanned messages include marketing communication messages
delivered by:
Advertising, Sales promotion, Personal sales, Merchandisingmaterials;
Press releases, Events, Sponsorships;
Packaging, Annual reports.
Traditional planned messages usually promote the brand orcompany and their objectives.
They also encourage action.
Messages are intended for customers and other key
stakeholders.
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Product Messages
Product messages include all messages sent by
a products design, performance, pricing, anddistribution.
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Service MessagesService messages come from contact with service
representatives, receptionists, secretaries, delivery
people, and all other representatives of a company.
Five measures of service are:
Tangibles
ReliabilityResponsiveness
Assurance
Empathy
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Unplanned MessagesUnplanned messages include:
Brand or company related news stories
Gossip or rumor
Actions of special interest groups
Comments made by the trade and competitors
Findings by government or research institutions Word of mouth
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Media Channels and
Brand Contact PointsAny person, event, or thing that provides exposure to
a brand is considered a medium.
Interactive media includes:
Telephone
Internet
Every brand-related, information-bearing interactionthat a customer or a potential customer has with abrand is referred to as a:
Brand contact point
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Three Types of Brand Contact
Points
Brand- or company- created contacts Intrinsic
Customer-created
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Customer-initiated Marketing
Communication Model
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Noise From Conflict and Clutter
Noise surrounds the communication process and negativelyimpacts the receivers message decoding.
Noise can come from:
Competitive brands
Multiple messages competing for customer attention
Off-strategy messages
Inconsistencies and contradictions
Poor timing and executional flaws
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Receiver Decoding and
Perceptions The receiver is the targeted audience the
customer, potential customer, or other stakeholder.
Audience will decode messages based on pastexperiences with that brand, what they know aboutthe product category, and personal experience.
Everything the receiver brings to the decodingprocess will affect the meaning of the message.
Misinterpretation can be prevented by keepingmessages simple and by building on redundancies.
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The Importance of
Perceptions
Perceptions are the collective result of
everything a stakeholder sees, hears, reads,or experiences about a company and itsbrand.
The source of a perception is the consumersmind, not the companys message.
Perceptions are reality for the person whoholds it.
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The Role of
Communication in Perception
Marketing communication can close thegap between intended messages andperceived messages because MCmessages can set brand expectations.
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Feedback and Interactivity
Companies are recognizing that two-waycommunication can allow them immediateaccess to customer and stakeholder feedback.
No responses or negative feedback should be
further investigated.
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The Five Rs of Purposeful
Dialogue
Purposeful dialogue must include the Five Rs
of interactivity:Recourse
Recognition
ResponsivenessRespect
Reinforcement
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ACommunication-based Marketing
Model for Managing Relationships
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